Men have more important things to worry about than dinner.

Food. It's one of those life essentials. But who has time to cook when you're busy banging out TPS Reports 16 hours a day?  That, and the fact that most dudes don't even know how to cook.

Those three key insights are what led copywriter Pete Harmelin to create this badass campaign for A Man A Can A Plan — a cookbook from the editors of Men's Health magazine.

Pete is spot on with a trio of sharp headlines accompanied by illustrations of men depicted in a simpler time. Sure, you don't have to contend with demons and lions anymore. But life is not without its obstacles in the way of an easy, well-cooked meal. Pete feeds our inner-barbarian.