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EDEKA: Men of Fire

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Fire. Man. Meat. The smoky alchemy that occurs when flesh meets flame... Sure, it's just a barbecue round at your mate Dave's, but it represents the last vestiges of a primal act which began with the birth of fire.

So don't, in god's name, defile it with fancy salads, sweet dips and - horror of horrors - ridiculous sparkling drinks.

Thus thunders actor Christopher Fairbanks in Jung von Matt/NEXT ALSTER's epic spot for  German supermarket EDEKA. Directed by Isaiah Seret via Tony Petersen Film Berlin, the video follows Fairbanks as he narrates an epic journey over the centuries, charting man's evolving relationship with cooking over fire.

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