Will BETC’s Canal+ ‘Bear’ creation make the would-be agency network famous?

Well here it is, BETC Paris’ ‘Bear’ ad for French broadcaster Canal+. This has got the creative community all-a-Twitter, but is it any good?

Strict types in Cincinnati (Procter & Gamble HQ) and other unforgiving places where they nurture their ad budgets (billions admittedly) might argue that any ad that seeks to make a point out of the artifice – making an ad – is an indulgence by creatives for creatives.

But it’s done with some pizazz and the buzz won’t hurt Havas-owned BETC as it tries to make it as a French-based international network. Exiting JWT London CEO Guy Hayward is supposed to be joining the nascent network.

Havas CEO David Jones won’t be complaining.

You May Also Like

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.