Director Michael Fueter and Meat Brand Bell 'Start The Fire' in Epic Spot

HunkyDory’s Michael Fueter directs a visual love letter to the power of fire in this new spot for Bell created by TBWA\Switzerland.

The film opens with a sadly all too familiar sight - a quiet cityscape and empty streets - before a single match sparks a stirring and powerful sequence. 

Lighters and gas hobs fire up, kindling crackles, charcoal is engulfed in dancing flame before faces are illuminated in a warm primal glow.

Fueter’s series of arresting visuals culminates as the fire seems to breathe new life into these once desolate streets. People emerge from their homes, gathering together around the city’s many fires, reuniting over delicious barbecue.

The dreamlike spot closes with the evocative sight of fires popping up all over the city, illuminating the dusk sky, appearing on balconies and roofs to give the sense of a movement that has truly taken over, all thanks to the irresistible combination flame and Bell barbecue meats.