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.

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The spot, by TPF Berlin and directed by Isaiah Seret of Biscuit, stars “Guardians of the Galaxy” actor Christopher Fairbank, who walks us through a history of humans cooking over an open flame.

Read more at Creativity-Online: http://creativity-online.com/work/edeka-herren-des-feuers/52474