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Case Study: The Bear

Agency: BETC Paris
Client: Canal+
Year: 2012
Award: Yellow Pencil

French premium pay-TV channel Canal+ prides itself on its commitment to cinema. A priority for the broadcaster is offering customers diversity in movie genres, deciphering current and future trends, and conveying the passion of all those involved in making movies to anyone interested in watching them.

For Canal+, its communications are driven by a desire to remind audiences of its commitment to quality cinema. As part of this strategy the channel's ad agency, BETC Paris, produced an offbeat, witty TV commercial - 'The Bear' - in which a bearskin rug explains what it takes to become a great Hollywood director.

Through a combination of live action and CG 'The Bear', directed by Matthjis van Heijningen, shows the rug at work as a film director behind the scenes of his latest film, complete with mood swings and tantrums. The narrative wittily and succinctly brings to life Canal+'s claim that: 'The more you watch Canal+ the more you love cinema'.

The Bear, D&AD Yellow Pencil 2012, Film Advertising Crafts / Direction for Film Advertising

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