Jung von Matt: Edeka writes char-grilled meat into man’s epic history

Whether or not you’ve become vegetarian, pescatarian, vegan or just a bit less carnivore than you were before, you’ve joined the rather large group of people for whom meat is not the centrepiece of meals any more. Not even of barbecues.

German agency, Jung Von Matt, is doing its bit for meat on behalf of supermarket chain, Edeka. The epic ad presents the idea that grilling meat over an open flame is an integral and important part of man’s history – so important that the people of history storm a modern barbecue to triumph over the salads and dips threatening meat’s supremacy.

The grand ode to meat, Men of Fire, is presented by actor, Christopher Fairbank, whose grandiloquent delivery underlines the ad’s cinematic visuals by director, Isaiah Seret.

“In the beginning, there was fire kindled by lightning from heaven,” Fairbank’s soliloquy begins.

“It burned and it blazed, flames without tire, and maketh boys into men…”

Get caught up in the hyperbole:

Credits:

Agency: Jung von Matt/Next Alster

Executive creative director: Jens Pfau
Creative directors: Sebastian Schnell & Anna Lichnog
Art director: Ronnie Platt
Copywriter: Holger Diesinger
Senior producer: Jonathan Helmer
Account director: Florian Laufenberg
Senior project manager: Isabelle Mielke