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Honey Commercial Ditches Goldilocks In Favor Of Three Sexy Gay Bears

If you ask us, they're ALL too hot.

Three burly, bearded bears are the stars of a new commercial for a British honey company: Rowse honey spoofs the classic Goldilocks fairy tale with an ad that features gay trio Matt, Joel and Phil making themselves some porridge for breakfast as part of a faux cooking show.

The idea behind the campaign, simply is to just “encourage more people to put more honey on porridge,” says Jules Chalkley, creative director of BMB, which produced the clip. “We wanted to find the ultimate advocates for porridge and honey."

They settled on the Three Bears, “the original porridge connoisseurs.”

Rowse Honey

Chalkey told Ad Week the agency was keen “to start from a position of absolute respect.”

“It was important to find the characters that would make it feel authentic and genuine, who we could trust to accurately represent the gay bear community," he explained. "We cast and wrote very carefully, taking advice from people within the community, and encouraged the cast to co-write the scripts and be their genuine selves. Ultimately this is a funny and charming breakfast show for everyone and made with love and fun.”

And the spot's hirsute stars definitely felt that love.

“The filming process reminded me a bit of my experience of the bear community," says Matthew Lister. "We arrived on the first day not knowing each other, but everyone was easygoing and welcoming. Very quickly the banter and camaraderie between us all developed, and by the end we all felt like great mates.”

Chalkey says some of the funniest bits were left on the cutting room floor.

“The three guys clicked immediately and had this instant chemistry. Even when the camera wasn’t rolling we were all in hysterics. Unfortunately, most of it we couldn’t use, but we’ll leave that to your imagination.”

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