Oh look, another fast-food ad where the chips fall from the ceiling, salt bouncing around, with a food stylist being paid overtime and then some to make that burger look at least five times better than the actual product.

Welcome to the world of advertising – we’ve been expecting you.

It’s tough not to give in to the odd craving, but it’s even tougher when that craving ends in disappointment. The Double Extreme Tower Mountain Explosion Loaded Extreme Again Burger from [insert outlet] is really just a tiny, soggy version of what you thought it was going to be, and you’re still going to wake up with a pounding hangover.

It’s 2019, we’re tired of it, and we have been waiting for a restaurant that was going to give it to us straight, which is why we dig the new RocoMamas #EatingIsBelieving TV ad.

Here’s the thing – they photograph all their food in one of their restaurants, made by the same staff that serve their customers, to ensure that what you see is what you get.

Watch the ad and it’s not hard to see who’s on the receiving end of that shade:

They told us how they really feel, and we approve.

According to Adam Deane, the Brand Manager for RocoMamas, they won’t be a part of the lies:

Our food is made by hand in all our establishments and we believe in honouring food. We don’t believe in fake food, which is why we were outrageous in showing how other brands throw food across the screen, cram all sorts of things into crusts, and punt cheap and nasty toys to sell less than premium quality ingredients. It is a farce, and people have a right to expect the best.

We want customers to hold us all more accountable. We live and breathe authenticity, and we don’t compromise on quality, service, or our relationships with our customers.

Pretty sure I can get on board with that, and pretty sure I could happily end up in a food coma after working my way through this:

Challenge accepted.

Let’s hope some other South African food chains (you know who you are) take up the mantle thrown down by RocoMamas, because we all want to know that the final product is going to live up to the hype.