Rainier's agency, Cole & Weber/Red Cell, immediately sprung into action, according to ECD Guy Seese, and held an online contest to name the Rainier bear. After 800 submissions and an online poll, the bear was dubbed "Brewtus." Now, Cole & Weber is breaking the brewer's first TV commercials in 15 years, all based on the beer bear -- as portrayed by a large man in a slapdash bear suit. One spot, directed by Mike Prevette, "dramatizes" the way the real bear was eventually captured, as Rainier's spokesmen lure the bear/man into a trap with honey, donuts and two cans of Rainier. Two other spots, directed by Jack and Carol Hodge of Alarming Pictures, further explore the adventures of Brewtus.
Of the buzz potential provided by the real life story, Seese chalks it up to "a little bit of luck and a whole lot being prepared."