German retailer Edeka is known for its impactful and sometimes controversial ads -- like its Christmas spot featuring a man who fakes his own funeral. In its latest BBQ-themed ad, it goes for over-the-top humor, but still creates quite an impression.

The spot, created by Jung von Matt and co-produced by TPF Berlin and Biscuit, stars "Guardians of the Galaxy" actor Christopher Fairbank, who walks us through a history of humans cooking over an open flame. As he passes through a range of epic scenes, featuring everything from cavemen to medieval banquets and 18th-century feasts, he says, "Never did we lose our guard that meat was meant to be charred." However, as he reveals he's somewhat disgusted by the modern-day "puppet show" of a BBQ, with "fancy chefs and sweet dips too," the historic cast descends on the modern family BBQ ready for a war. Only one man remains standing, the guy who understands that it's just about "me, my meat and the flames of my grill."

Directed by Isaiah Seret, the ad introduces a hashtag, #Herren de Feuers (gentlemen of the flames), which, like the ad, should appeal to all traditionally macho male BBQ-ers. We're not sure what German women will have to say about it, though.