One of the oldest traditions in South Africa is that of the praise singer. This is a poet who sets the tone at important occasions like births, deaths, weddings, initiations and inaugurations. The praise singer talks up the accomplishments of the person. He uses hyperbolic language and a very dramatic, theatrical delivery-style to lend importance to the occasion and the person. You may have seen our South African president's praise singer at various international sporting events.

We all know it’s the little things that count the most. And it’s no different when it comes to men and their achievements.

So when it came to celebrating two decades worth of men’s accomplishments there was no shortage of material. The only question was – how could we do them justice?

We put to use one of the oldest traditions in South African culture – that of the praise singer. Traditionally they honour important occasions and document significant moments in history by singing the praises of those involved.

We tapped into this unique cultural phenomenon for radio spots that paid tribute to men in all their glory.