Steiff: Don't Be Afraid of the Dark

More than a teddy bear.

Published on Oct 29, 2012

Editor's Pick

This spec commercial by director Dennis Parchow for German teddy bear company is so good, we wish it was a real ad. The darkly shot film pinpoints the exact reason why kids need fluffy, cuddly teddy bears -- to act as their protectors in times of great peril. The ad is spectacularly frightening, featuring a little blond boy who finds himself in a dark forest, being chased by a giant monster, until he wakes up to find that he hasn't escaped his nightmares yet. Thankfully, he has his bear to pull some punches for him. We love the juxtaposition of the slow-motion moments with the fast-paced action, like a fairy tale gone horribly wrong.

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Oct 29, 2012
Denis Parchow
Lydia Lohse
Nico Kreis
Director, Photography:
Stephan Burchardt

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