The newest ads for ‘Man vs. Wild’—the popular television series—are an example of shockvertising at its finest. The show follows Bear Grylls (an ex-S.A.S. solider) in wild terrains without any luxuries provided to him. This means that Grylls has to eat a lot of seemingly disgusting meals as there is no chef in the jungle to cook him five-course meals.

The recent ads for ‘Man Vs. Wild’ depict zebra flesh wraps and pizza with bugs all over it served on bark. What looks like fries in one of the ads is actually some squirming worms.

Suddenly I’ve lost my appetite, but I now have an interest in checking out the latest Man vs. Wild episode.