The 10 Best Commercials of 2011 | Adweek The 10 Best Commercials of 2011 | Adweek

The 10 Best Commercials of 2011

The year's most impeccable craft and storytelling in advertising

Best of 2011, Lists

About the Author

Tim Nudd is creative editor at Adweek.

CANAL+ • The Bear6

Agency: BETC Euro RSCG, Paris • Director: Matthijs Van Heijningen, Soixante Quinze • Editing: Jono Griffiths
Effects: Mikros Image

Bears have long been among the best-loved creatures in advertising. But this hilarious French commercial for the Canal+ movie channel by BETC Euro RSCG—the third animal spot in our top 10—found a wonderful new role for one furry friend in particular. He's not just the exploited talent. He's the director! The spot opens on a movie set, as the bear—aka "Paul Bearman"—is seen interrupting a violent medieval battle scene to give advice to his actors and crew. The ad proceeds as a mockumentary, with Bearman explaining his passion for cinema. Turns out he's the typical Hollywood director—a bit of a diva, a complete control freak, but a real renaissance bear when it comes to his craft, micro-managing everything from the special effects to the music. This only odd thing is, he looks a bit thin, with a weird, upholstered look to his belly. The ending—perhaps the best of any spot this year—wonderfully explains that he's a taxidermied bear who's been lying prostrate in someone's living room for years, falling in love with the movies from night after night of watching Canal+. "Pourquoi pas moi?" he says. He may not make it in Hollywood, but for now, he's conquered advertising.

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