Having taken a controversial approach to promoting healthy eating with its 'Eatkarus' campaign earlier this year, German retailer Edeka is back with a new advertisement that charts the history of man's relationship with fire.
The campaign, 'Herren Des Feuers', has been developed to promote the barbecue season at Edeka, and commences with a simple statement: 'In the beginning, there was fire...'
Thus begins a narrative, communicated by English actor Christopher Fairbank (perhaps best known as the character Moxey from Auf Wiedersehen, Pet), about the history of cooking meat over an open flame, with a slew of characters, from barbarians to Rococo-period ladies and revolutionary soldiers shown lording over an open flame.
Next, attention turns to the typical barbecue environment of today, where 'sparkling drinks' and side salads have diluted the immemorial relationship of man and flame... before history returns.
The campaign was developed by the Jung von Matt advertising agency in Hamburg, and is already proving to be a viral sensation, with close to four million views on Youtube so far. (Click CC on the video below for subtitles).
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
