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Jung von Matt turned to actor Christopher Fairbank to deliver an epic ode to the art of grilling meat over an open flame to promote German supermarket chain Edeka.
Fairbanks’ monologue in the spot, titled “Men of Fire,” takes a look back at the history of the barbecue—way back, since cooking meat over an open flame was essentially mankind’s first form of meal preparation. And he seems pretty darn serious about it.
“In the beginning, there was fire kindled by lightning from heaven,” Fairbank begins.
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