This Epic BBQ Spot Is a Sweeping History of the Open Flame

Spot From German Retailer Edeka Stars 'Guardians of the Galaxy' Actor Christopher Fairbank

By Alexandra Jardine. Published on Aug 15, 2017

Editor's Pick

German retailer Edeka is known for its impactful and sometimes controversial ads -- like its Christmas spot featuring a man who fakes his own funeral. In its latest BBQ-themed ad, it goes for over-the-top humor, but still creates quite an impression.

The spot, created by Jung von Matt and co-produced by TPF Berlin and Biscuit, stars "Guardians of the Galaxy" actor Christopher Fairbank, who walks us through a history of humans cooking over an open flame. As he passes through a range of epic scenes, featuring everything from cavemen to medieval banquets and 18th-century feasts, he says, "Never did we lose our guard that meat was meant to be charred." However, as he reveals he's somewhat disgusted by the modern-day "puppet show" of a BBQ, with "fancy chefs and sweet dips too," the historic cast descends on the modern family BBQ ready for a war. Only one man remains standing, the guy who understands that it's just about "me, my meat and the flames of my grill."

Directed by Isaiah Seret, the ad introduces a hashtag, #Herren de Feuers (gentlemen of the flames), which, like the ad, should appeal to all traditionally macho male BBQ-ers. We're not sure what German women will have to say about it, though.

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Aug 15, 2017
Jung Von Matt
Executive Creative Director:
Jens Pfau
Creative Director:
Sebastian Schnell
Art Director:
Sebastian Schnell
Creative Director:
Anna Lichnog
Anna Lichnog
Art Director:
Ronnie Platt
Holger Diesinger
Senior Producer:
Jonathan Helmer
Account Director:
Florian Laufenberg
Senior Project Manager:
Isabelle Mielke
Production Company:
Biscuit Films
Production Company:
TPF Berlin
Isaiah Seret
Director of Photography:
Steve Annis
Executive Producer:
Michael Duttenhöfer
Executive Producer:
Hanna Bayatti
Executive Producer:
Charlotte Woodhead
Fran Thompson
Production Designer:
David Lee
Costume Designer:
Michael O'Connor
1st Assistant Director:
Matthew Penry-Davey
Hair & Make Up:
Daniel Parker
Food Stylist:
Rosie Scott
Struan Clay
Post Production Online:
Matt Williams
Online Artist:
David Smith
Sound Studio:
Loft Studios
Sound Engineer:
Jan Dejoze
Zwei Music
Claas Meier
Anja Tirtey
Anja Vrielink
Katrin Dellinger

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