Canal+ 'the bear' by BETC Euro RSCG

The French broadcaster Canal+ is launching a TV, cinema and online advertising campaign to help highlight its commitment to cinema.

Created by BETC Euro RSCG, the humorous campaign introduces Paul Bearman, a bearskin rug that has come to life to follow his dreams of becoming a film director.

The activity marks the first major brand campaign launched by Canal+ since "closet", which was named by The Gunn Report as the most-awarded film in the world in 2010.

The TV ad was created by Stéphane Xiberras, Eric Astorgue and Jean-Christophe Royer. It was directed by Matthijs van Heijningen through Soixante Quinze.