It’s not just the porridge that’s really hot…

Goldilocks and the Three Bears has been reimagined for a new advertising campaign, which sees British honey company Rowse ditch Goldilocks for three hunky gay bears instead.

Phil, Joel and Matt make up Papa Bear, Middle Bear and Baby Bear respectively, living together in a cabin in the middle of the woods.

As you can see in the clips below, they form part of a short-form online cooking show where they all team up together to make thew perfect bowl of porridge for breakfast.

It’s all in the name of encouraging “more people to put more honey on porridge,” Jules Chalkley, creative director of BMB, the company that produced the clip, told AdWeek.

“We wanted to find the ultimate advocates for porridge and honey.”

Chalkley continued: “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.”

British slalom canoer Matt Lister (Baby Bear) added: “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.”

Form a orderly queue for the part of Goldilocks, gentlemen…

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