The Southern Man advert is aiming to speak to a specific audience of beer drinkers, assumed by Speight's to be men. Other beer companies have played with similar received notions of masculinity. Tui, another New Zealand beer company, have run adverts where rural ‘blokes’ who run out of gas for the BBQ decide to power it from the farts of a nearby cow. This is seen as a representation of the much lauded ‘Kiwi ingenuity’. Another example of the stoic, terse masculinity of what advertising companies imagine farmers to be is the advert Toyota ran in 1989 that sees a series of farm accidents with the farmer responding ‘bugger’ after each of these.
In regard to how much pre-determined ‘luck’ compares to perceptions of social mobility, it is useful to remember that both luck and feelings of free-will play into social inequities. Social security measures that aim “to help people help themselves” could better acknowledge whether people really feel like they have a choice to contribute to their own and others’ circumstances, and then care for ‘being’ part of that change.