This Honey Commercial Reimagines The Three Bears as Burly Gay Men

Goldilocks is out of the picture in "The Three Bears," a new short form cooking show about three beefy gay men who love porridge, and the classic fairytale has never been more of a fantasy.

In the first episode, the three bears--Matt, Joel, and Phil--make a blueberry compote, keep warm by wearing their "hot pants" (underwear warmed up on the stove), share a loving bear hug, and go for a bike ride in tandem. The web series is sponsored by Rowse Honey, but it never feels like an advertisement. That's thanks in part to the efforts of BMB creative chief Jules Chalkley, who knew the chemistry between the actors could make or break the show.

Chalkley told AdWeek, "It was important to find the characters that would make it feel authentic and genuine, who we could trust to accurately represent the gay bear community. We cast and wrote very carefully, taking advice from people within the community, and encouraged the cast to co-write the scripts and be their genuine selves. Ultimately this is a funny and charming breakfast show for everyone and made with love and fun."

Matthew Lister, who plays one of the three bears, said "the filming process reminded me a bit of my experience of the bear community. We arrived on the first day not knowing each other, but everyone was easygoing and welcoming. Very quickly the banter and camaraderie between us all developed, and by the end we all felt like great mates."

But much of that banter wasn't fit for advertising. "Even when the camera wasn't rolling we were all in hysterics," Chalkley said. "Unfortunately, most of it we couldn't use, but we'll leave that to your imagination."