This is the ad Daniel Lobatón, chief creative officer of Saatchi & Saatchi New York, likes:
‘I’m an adnerd, like almost every creative. I wanted to dig up a deep cut, but then I couldn’t help but select BETC’s “The Bear” from 2011 (directed by Matthijs van Heijningen Jr.). It’s one of my all-time favorites. What’s most interesting are the layers upon layers. It’s an ad that starts out like a movie, turns into a behind-the-scenes and then has a great reveal that takes you to regular life and a fantastic insight about movie making. Outstanding storytelling.
To me it [storytelling] becomes more and more relevant as time goes by, especially as we see a new “maker” generation that can make their own movies so easily these days emerge. Watching great movies can inspire you to make even greater movies.
But the beauty truly is in the details. The bear’s obsession with explosions always cracks me up. Is it necessary? Some might say maybe not, but to me it’s an amazing detail. It’s one of those ads that I saw relatively early in my career and just like the bear I thought to myself: “Why not me?”‘