Reimagining the children’s classic fairytale Goldilocks and the Three Bears with three hirsute gay men could possibly land you in a lot of bother; however, it’s proven an absolute treat for British honey brand Rowse.

The campaign plays on the idea of big, hairy men – known as “bears” in the gay community – who all live together in a cute cottage in the forest and comes sans any intruding Goldilocks.

It’s all wonderful harmless fun as the trio set about cooking with Rowse while all the time managing to be delightfully catty and bitchy with one another.

The ads are the work of London creative agency BMB and come with an initial trailer and then a three episode series (check out the trailer and part one below.)