Three gay bearded bears are the stars of a brand new advert for honey company Rowse.

Spoofing the classic fairy-tale Goldilocks and the Three Bears, the advert puts a humorous new spin on the familiar tale as Matt, Joel and Phil making themselves porridge for breakfast as part of a faux cooking show.

Producer Jules Chalkley explained to NewNowNext he wanted to find the “ultimate advocates” for porridge and settled on the three bears,

He explains how the company worked with the LGBT community to make the ad feel “authentic and genuine”.

“We cast and wrote very carefully, taking advice from people within the community, and encouraged the cast to co-write the script and be their genuine selves. Ultimately this is a funny and charming breakfast show for everyone and made with love and fun.”

British canoeist and Attitude fitness columnist Matt Lister, who played ‘Baby Bear’, claimed the filming process reminded him of his experience of the bear community.

He said: “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.”

You can watch the first episode of their adventure below:

More stories:
RuPaul reveals Drag Race All Stars season 3 queens
Missing pop singer reportedly tortured to death in Chechnya’s anti-gay purge