UK-based ad agency BMB has created a playful reimagining of the classic fairytale “Goldilocks and the Three Bears” to shill honey brand Rowse. But Goldilocks is nowhere in sight and the “bears” are a trio of handsome, hirsute guys shacking up in a cabin.
As you’ll remember from the original tale, Goldilocks stumbles upon the home of the three bears (mama, papa, baby) and samples their porridge. She bitches about the temperature of each dish and then is set upon by a wolf who devours her. Or is it an old witch? Vampires? Who cares. She’s not in this commercial.
The campaign is presented as an online cooking demo, “A Breakfast Show with added Grrr.” Three episodes have been created thus far. The ursine co-hosts are seen butching it up outdoors: riding bikes, carving bear totems, splitting firewood, foraging for berries. Once inside the kitchen, the interplay is a bit bitchy. They take “camping” to the next level.
BMB creative chief Jules Chalkley says the strategy behind the ad campaign is simple—to “encourage more people to put more honey on porridge. We wanted to find the ultimate advocates for porridge and honey.” Who better, the team decided, than the Three Bears, “the original porridge connoisseurs,” presented in a modern, sharable platform designed to “tap into the nation’s deep love for cookery shows,” he says.
“We knew that casting would make or break the campaign,” Chalkley says. “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. Their chemistry was absolutely everything. We also wanted to find people with a genuine passion for food, the great outdoors and fitness. Each episode, while entertaining, needed to be informative and useful.”
In episode one of the series, the bears convene in the kitchen to prepare porridge. As they are garnishing the slop, one asks the others to name their top five berries. They all agree who heads the list, “Mary Berry.” Berry is a less edgy, never incarcerated Martha Stewart type and the beloved former host of “The Great British Baking Show.”
One of the stars of the commercial, Matthew Lister stated, “Recently, LGBT people have appeared at the forefront of several advertising campaigns. That said, it seems certain groups have been underrepresented in the media, which is why I jumped at the opportunity to feature in The Three Bears. The filming process reminded me a bit of my experience of the bear community. 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.”
“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,” Chalkley said.
We hope the shoot ended with copious bear hugs and sticky, sweet release.