I always thought "Kobayashi" was just a fictional character in this ad but it turns out he's actually a real person! Who knew? Takeru Kobayashi from Japan is a World Champion Competitive Eater. His personal best is 63 hotdogs in 12 minutes. Clearly, though, he has a sense of humour about his claim to fame.
What I find endlessly funny is when the hapless hero inhales his hotdogs and then gives the universal beer parlour signal for "another round, please!" Hee hee hee! Small things amuse small minds, I guess.