The Runaway Teddy Bear in This Swiss Christmas Ad Will Break Your Heart

Spot From Migros Is About Reinvention and Helping the Needy

Published On
Nov 17, 2016

Editor's Pick

Forget dogs and foxes, it's the teddy bears that are really breaking our hearts this Christmas.

Following on from Heathrow Airport's adorable spot featuring a teddy bear couple as stand-ins for elderly grandparents making their way through customs, Swiss retailer Migros has released its own Christmas spot centered around a furry bear.

This one's even more poignant though; the somewhat threadbare but clearly much-loved teddy feels rejected when his little girl owner unwraps a robotic dog with flashing lights under the Christmas tree, and is duly delighted. Left in a corner, he sadly leaves the house and takes to the streets, where he shivers in the snow -- until he comes up with an ingenious solution.

The campaign, created out of Wirz Werbung, Zurich, carries a message about donating to help the needy of Switzerland. But you can also read it as being about reinvention in the face of defeat (Hillary Clinton, are you listening?) -- and if you're a fan of "Toy Story," you'll love it.

Incidentally, this is the third teddy spot we've noticed this year -- Harrods also released an animated fairy tale-style ad featuring a bear named Hugh who saves Christmas.