Ad of the Week: Bear’s despair as mascot hunts out fruit

Fruit snacks brand Bear has a Pixar-esque hit on its hands with its new animated ad, which reveals the brand’s mascot to be more of a teddy than a grizzly – despite its fearsome appearance.

We meet our hero hanging out in its cave, the décor of which reveals an obsession with fruit. When a girl in a nearby park opens a certain snack, our ursine sniffs it immediately and the hunt begins. Unfortunately, busy buses and bawling babies mean it arrives just too late.

The devil’s in the detail with this ad, with funny shop names and the packed-out bus providing extra laughs for those with a keen eye. And the simple soundtrack – just the word “fruit”, with increasing urgency – is effective and unique.

It all ties in perfectly with the long-standing ‘Wildly Irresistible’ slogan, too.