BITE Insight

Too hot, too cold, oh, but that one’s just right. Everyone knows the tale of poor Goldilocks who just couldn’t get her porridge right. We’ve all been there. Madly stirring, over watering, under watering until it almost feels impossible to perfect.

But what of the three bears in the story? BMB worked with Rowse Honey to adapt the fairy tale, removing the heroine and revamping The Three Bears for the 21st century.

For those who know, a bear is a large gay man who sports a lot of body hair. For those who don’t, the bears are three lovable male characters, with added inuendo.

The online episodes follow Matt, Joel and Phil going about their daily lives, whipping up porridge, discussing their favourite berries – Mary being the concluded winner – and riding a triple seated bicycle.

The Three Bears is a truly inclusive ad, representing the LGBTQ+ community in a comic and light-hearted way. Casting genuine ‘bears’ and allowing them the freedom to go off-script gave the end result a feeling of authenticity.

The 60-second Facebook and YouTube films were supported by OOO, a Stylist Magazine takeover as well as an Instagram storybook. They positioned the bears as the porridge experts, while the honey was the starry drizzle on the top.