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An extra-long TV and cinema ad for Bavaria beer by KesselsKramer claims that men have forgotten their roots -- they used to fight for food, not buy it from supermarkets. The spot is Bavaria's anthem to testosterone and is a wake-up call to men who have lost their way. The bold extravaganza shows a group of men realising what they used to be, what they've become and rediscovering their true selves on an epic and dangerous journey from the city to the wilderness and back to the epicentre of manhood -- the bar. The TV commercial is the first part of Bavaria's new campaign for the Dutch market and will be followed by more executions in other media.