The Bear
- Brand:
- Canal+
- Agency:
- Betc Paris
2012FilmVideo · YouTube
Timeless principle
Demonstrate a love of the product through an impossible fan.
The idea
Let a bearskin rug become a demanding film director because it has spent years watching Canal+.
Why it works
The reveal converts an absurd character into a perfect piece of product logic: constant exposure to great cinema has made the bear a cinephile. Production craft rewards the very audience the channel celebrates. The brand claim is embedded in the joke.
