It’s a typical slice of seemingly mundane life. Son comes home only to feel a bit nervous when he sees his report card is in the hands of his father. Mom is off in the kitchen. Dad seems a bit perturbed at first only to soon reveal that all is well–his son has straight A’s. So as a reward, he takes the lad to McDonald’s.
What makes this story different, though, is that this is a family of bears. The enormous papa bear and his son head off from their cave to McDonald’s where they find a human family in their car, having just gotten their food.
They at first see the cute cub who serves as a diversion while papa bear sneaks up to the driver’s side, lets out a fierce growl and begins rocking the automobile back and forth. The folks run for their lives, leaving behind their McDonald’s goodies. Papa and son bear feast on their “happy meal.” Once finished, papa bear turns the empty car upside down, shaking loose a french fry which falls to the ground, capping off his son’s reward for being a good student.
Bryan Buckley of Hungry Man directed the spot for Leo Burnett, Chicago.
Editor was Chris Franklin of Big Sky Editorial.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More