Canal+ Turns Cannes-Winning Ad Into Interactive Web Experience


Many of you may remember the French Canal+ ad from BETC Paris which won a Grand Prix Lion at Cannes in 2012. It featured a film director dressed as a bear with all the usual stereotypes one assumes directors embody. And it ended with a witty punchline — the bear is actually a talking bear rug who, because he faces the TV, has plenty of opportunity to comment on what he sees.

Now, the award-winning work has been transformed into an interactive adventure, Being the Bear, which allows people to view a scene, call “cut” and, when prompted by an assistant, choose another direction. Viewers can even direct the actors using their computer’s microphone, if they choose.

The scene, which has a woman on her knees over a wounded warrior who has been shot through the chest with an arrow, can be played out many different ways. There’s an Independent selection which serves up the scene in a sort of mumble-core fashion with the woman prattling on endlessly about all manner of life’s challenges.

There’s a Horror option which, as you would expect, put that genre’s spin on the scene. Other options include Gangsta, Asian, Western, Art House, Comedy, Teen and, yes, even Porno. But the best one is “I Don’t Give A Shit” which harkens back to the a scene in the original ad during which the bear pitches a fit.

Here’s the Teen version:

The site offers visitors an opportunity to share via Facebook, Twitter and Google+, and also leads to a landing page where people can see offers for getting the channel.




While the work may be a bit insiderish, appealing more to those in the business who know the original work, it’s a unique and interesting twist which repurposes the original creative and takes it in an interesting, new direction.

You can watch the original work below.

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Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

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About The Author: is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.


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