We all know that beer isn’t the best thing to drink if you’re trying to maintain a healthy lifestyle. However, that doesn’t stop alcoholic beverage companies from using chiseled and perfectly toned models in their ad campaigns. But one German beer company has decided to take an honest approach to their advertising (forgive the oxymoron), and as you can see, the result is as refreshing as a cold beer on a hot day.

Instead of using typical male models, Bergedorfer Bier, in collaboration with German advertising firm Jung von Matt, decided to use men who they believed were more representative of the regular beer consumer. And by that we mean men with beer bellies. Not only that, but they decided to show them tenderly embracing their beer bumps like pregnant moms-to-be, which given the ad’s slogan – “brewed with love” – seems only fitting. Still, let’s see how funny they find it when they have to give birth…

More info: Bergedorfer Bier | Jung von Matt (h/t: mymodernmet)

“Brewed with love”