EDEKA: Men Of Fire
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This is followed by a journey through the centuries where, in spite of all changes, a constant remains: the Stone Age pleasure of sitting together on the fire and frying meat. It's just more than just food intake. It is: "Glowing hot passion, raw and genuine, since the beginning of space and time." Not surprisingly, the modern grill culture is disappointing. "A dollfest, a Barbie-Q" play off the modern fireplaces, complains the narrator.
For Edeka the online appearance of the Hashtag #HerrendesFuerers is a parallel narrative, which sets different accents than the main campaign.
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