Bears Star In British Honey Commercial [VIDEO]

AdWeek reports:

Once upon a time, there were three bears who lived in a house deep in the sun-dappled woods. We’re talking about Matt, Joel and Phil.

You’ll notice pretty much immediately that they’re not axially bears—well, not in the ursine sense They’re burly, hirsute gay men—slang term: bears—starring in agency BMB’s cheekily unconventional content play for Britain’s Rowse Honey.

In the most famous version of the classic fairytale, a wee lass named Goldilocks wanders into the home of a papa, mama and baby bear, sampling each one’s bowl of porridge to see which suits her taste.

BMB’s reimagines the story as a short-form online cooking show, and Goldilocks is nowhere in sight. Only papa bears live in this particular cottage. But piping-hot porridge—topped with Rowse Honey, of course—still has a role to play.

Hit the link for more about how the campaign came to be and how the three bears were chosen.

(Tipped by JMG reader Vernon)

  • Anastasia Beaverhousen

    Why can’t we have nice commercials? Instead we get orange hats.

    • paganguy

      Asked and answered.

      • Gay Fordham Prep Grad

        Loved the double entendre “favorite berry, Mary?…Mary Berry” (a British TV chef)

  • djcoastermark

    If we had Rowse Honey available hear I would be running out the door right now to get some. That ad is so cool.

    • narutomania

      As the kids say these days: totes adorbs !

  • yes b’y

    did that ever put a smile on my face…thank you Rowse Honey and Good morning JMGERS

  • Keiffer

    I’m pretty sure I’d rewrite it for 4 bears. Sorry, guys. The 4th bear’s already been cast by the writer as himself.

    • lattebud

      I thought the 4th bear wanted to portray the 3 beds each of them slept in. “This one is too soft.” “This one is too hard” “This one is just right.”

      • AJ Drew

        Yeah, the children’s story ignored the 4th bear ‘cuz he was very ok with all the beds. Ahem.

        • lattebud

          “Once upon a time, there was a horny cub who went to the woods with looking for some action…”

      • Adam King

        That would need to be tested over and over just to be sure.

      • Strepsi

        “There’s no such thing as too hard.”
        – the 4th bear

  • Leo

    OT. I think Gillespie might win the VA Governor’s race, albeit by a slim margin.

    Ads have now gone full-tilt culture war to turn out Corey Stewart latent racists. This from a rural(ish) resident of the state. Rural quiet Trump voters not engaged in polling are going to come out in droves (especially in the Southwest) in response to the latest blanket ad on felon voting rights (which is not entirely accurate, of course).

    It all comes down to Northern Virginia turn out and I’d love to be proven wrong. If you’re nearby and able, please donate or better yet volunteer your time. This has national implications.

    • Michael R

      They’re all terrified of the MS-13 gangs Gillespie mentions in his ads , although they have no idea what it is and have never encountered it .
      Virginia did NOT go to Trump .

      • Leo

        Virginia didn’t go to Trump because a lot of white rural Republicans stayed home and NoVa turn-out blew through the roof. I don’t sense the same excitement on the ground, I just don’t. I’m worried.

        • stuckinthewoods

          I also don’t sense any excitement but I stay perpetually worried. On the other hand in my blood red area we’re seeing signs for D candidates which we usually don’t.

    • HozillaSmallpox

      I’m in the southwest and I feel your pain. I don’t think the MS-13 claim is correct either. GOP uses scare tactics and these fools fall for it every time.

    • stuckinthewoods

      It always comes down to Northern Virginia and the turnout in the D cities. But this Pilot article indicates those rural VA Trump voters are less enthusiastic about Gillespie himself.

      • Leo

        I think they’ll be willing to hold their nose for him. I really do. Moderates did for Trump.

        • stuckinthewoods

          I agree they’d vote for Gillespie rather than Northam but hope the lack of enthusiasm dampens their turnout. This time Rs don’t have the Palinesque drag on their ticket EW Jackson was last time. I doubt Vogel will add much impetus but it’s always nerve wracking here.

  • Kevin Perez

    I was watching this yesterday. Contrived yet adorable.

  • AJ Drew


    • BearEyes

      what were they thinking?

    • JoeMyGod

      I wondered about that, but I never correct excerpted text.

      axial. 1 :of, relating to, or having the characteristics of an axis. 2 a :situated around, in the direction of, on, or along an axis. b :extending in a direction essentially perpendicular to the plane of a cyclic structure

      • AJ Drew

        quoted text isn’t your blame, I was truly curious if that word had a new colloquial norm.

      • stuckinthewoods

        At first I expected to see some axillary hair but then thought it was either a bad transcription of “actually” or unknown British slang.

      • ChrisMorley

        I read it as an Adweek writer’s attempt to suggest a ‘British’ pronunciation of ‘actually’.
        Except we don’t say it like that.

      • TampaZeke

        Or axillary, of or relating to the armpit.

    • Rex

      I thought it meant they’re not bottoms.

    • superindy

      I was about to axe that question.

  • Dayglo
    • Adam King

      I feel sorry for that actress. She got steady work, but now everybody hates her.

      • Southeast PDXer

        Actually, she makes $500,000 per year on Progressive commercials. I think she’s doing just fine.

      • AmeriCanadian

        “Sprinkles are for winners”. Love that! Except my husband uses it on me all the time.


          He uses the “sprinkles” on you?….nice….

          • clay

            . . . and now we know where those pictures came from.

      • kat

        Well, they made a big mistake with the sprinkles-are-for-winners ad. A lovable character suddenly turned into a mean-spirited bitch. Huge mistake.

  • Frostbite

    Too funny. I’d buy a case of this honey if they were in the US. 10 cases if they delivered!

  • Tawdry D’Tails

    Well, my mouth is watering…

  • AJ Drew

    bbpt, that’s 6am daily in my kitchen.

  • yes b’y

    OT but what the hell was iplopka wearing yesterday

    • Adam King

      Wow, so very ugly. Good job.

    • djcoastermark

      I never saw anyone cut off the lower half of their bell bottom pants to wear on their arms. How odd. Usually at the other end is a posterior. Oh. aha.

      • yes b’y


      • Snarkaholic

        I thought she stole/altered a robe from one of the Handmaid’s Tale’s slaves…
        …after all, she’s notorious for ripping off others’ design ideas.

      • Joseph Miceli

        Kudos to you! I described a bad customer yesterday, wearing pink, as a “giant evil Blowpop with bad hair and an eating disorder.”

        • djcoastermark

          Egads, that sounds ghoulish.

          • Joseph Miceli

            Some of my best material. 🙂

      • Nowhereman

        It’s like a Picasso painting. Most of the parts are there, but where!?!

        • djcoastermark

          Kinda looks like Sarah today.

    • pj


    • greenmanTN


      • yes b’y


    • TuuxKabin

      A thing.

      • AJ Drew

        Just one, so it’s classy.

        • TuuxKabin

          Fer hur, crassy.

    • Stogiebear

      If those are cones of shame to keep her father from tweeting they need extra heavy starch.

    • lattebud

      400 cc high profile implants

      • clay

        with NEW! visible nipples!

    • clay

      Pentecostal choir robe sleeves,
      on a 1960s angora sweater (with visible nipplege),
      above a conservative country club wool skirt,
      and no(!) stockings.

      • David Walker

        It would make Julia Child faint. Yeah, I know, but it still would make Julia Child faint.

    • Gay Fordham Prep Grad

      She architected it herself.

    • katkelly57

      Something that would highlight her nipples?

      What does her breasts and herself have in common?
      Both fake….

    • ColdCountry

      Dunno, but it sure is ugly.

    • Nowhereman

      I’m not sure, but it looks like she’s cold…

  • OdieDenCO

    mmmm, bear hug with honey

  • BearEyes

    so many bears
    so little time.

  • SpiderPIG

    I follow Joel on Twitter, he seems like a sweet fella.

  • grindstone

    What a lovely voice the one on the right has.

  • greenmanTN

    That’s a web series I’d watch. That’s a porn series I’d watch the hell out of!

    Love the one in the knit cap.

  • Bluto

    I’m going to introduce myself to them as Peter Peter pumpkin eater.

  • AJ Drew

    It’s the accents. Just the accents.

  • lattebud
  • i wish we could get a brown or black bear in there….they do exist you know.

    • AJ Drew

      With Weinstein out, Hollywood is now open… ?

  • bambinoitaliano

    That bear on the right is giving me a Rowse for his honey 😛

  • James Kitcher

    Well, one of those guys looks like Matt Lister. Dont recognise the other two

  • romanhans

    Goldijocks felt the first bear’s stomach. “You are too smooth,” he said. Then he felt the second bear’s stomach. “You are unbelievably hairy,” he said. “Looks like I can stop right here!”


  • TJay229


  • John Donohoe

    This is the first I’ve seen of this, and I LOVE IT!!!!

  • Lee Grupsmith-Pedersen

    “Axially”? Is this a word now? Exactually what are they trying to do?

    • Opinion Sousaphones

      No! NOT.A.WORD!!! … just an extremely lame attempt at humor. Fortunately, the men are more than distracting… oh yes… ahem… feeling a little flushing in the face.

      • Opinion Sousaphones

        Personally, not a big fan of oatmeal, even tarted up like that. Oats are better in a scone… and the compote and all the rest would likewise go better on a scone… with a huge mug of very strong milky sweet tea… however, if they are serving breakfast, well… who effing cares.

        • Opinion Sousaphones

          Oh, yes, a word indeed, in that sense… not a word when a mispronunciation of “actually,” but yes, it is a word.

    • The_Wretched

      I wondered if they meant a variety of “axillary” meaning armpit.

    • -M-

      It’s a word, but it’s not the word ‘actually’ that they meant.

  • canoebum

    I saw that and went straight to the kitchen to make a pot of 5-grain cereal.

  • The_Wretched

    The three of them should get married.

  • JWC

    woofin cute

  • TampaZeke

    That would be my ideal version of a prince charming fairy tale!

  • Jean-Marc in Canada


  • Mike Solo

    Can’t wait to see this on the TV for real

  • Galvestonian

    Lovely … just lovely !

  • RKitty01

    axially-WTF is axially?

  • Dicky

    Cost Plus World Market has this honey on their website for those people in the U.S. who don’t feel like checking their local niche grocery.

  • Nowhereman

    Funny and fun!

  • narutomania

    Confession #1: I had to pause the video at the arm-wrestling challenge. Rawr.

    Confession #2: I had to rewind and watch a few times. So much fun!!!

  • Chuck S.

    I LOVE these clips!!

  • Sporkfighter

    Once again, creativity leans left.