In nature there are Lickers and there are Biters. The Biters always rule over the Lickers. The same is true in everyday life. Because a Maxibon is made from biscuit and ice cream you have to use your teeth to eat it. It means that only one type of person can enjoy it. A biter. In these commercials we see everyday life situations were the Biters have the upper hand over the Lickers.