An apple balanced precariously on a man's head.

The ad opens with a close-up of an apple balanced on someone's head. It then cuts to a man with an apple on his head, standing in front of a Volvo truck. He looks directly at the camera. The next scene shows a man aiming a bow and arrow, with the apple visible on his head in the background. He then looks at the camera again, smiling, with the apple still on his head. The final scenes show the man taking a bite out of the apple, with text overlayed.