In the world of high-tech toys, how does one promote the virtues of a teddy bear that makes a noise when you press on its belly? That’s the challenge that has been more than met by Paris agency ENJOY Scher Lafarge for its client, Grumly the bear, from the Jemini toy company. In a series of :10s, Grumly is infused with a personality, and his squeaky grunt conveys varied messages appropriate to the situations.
Grumly rings a security system doorbell to gain entry into an apartment building. When he’s asked to identify himself, Grumly "speaks" when a human hand squeezes his tummy. A French-speaking voiceover, translated into English, explains that Grumly is "the bear who doesn’t like to pronounce his name."
In another spot, Grumly is seen lying on a sidewalk, grunting whenever human shoes pass by a banana peel. A voiceover says that Grumly is "the bear who warns you when an accident is about to happen."
Grumly isn’t always so civic-minded, however. He also has a mischievous streak, demonstrated in a :10 in which he sneaks behind a boy and dunks the youngster’s face into a dish of chocolate pudding. Squeaking all the while, Grumly is "the bear that makes cheap jokes."
And in another quick-hit ad, Grumly is at a carwash where he’s grunting feverishly. A voiceover notes that Grumly is "the bear that remembers that he forgot to pull down the car’s radio antenna."
The campaign—consisting of 25 :10’s—was directed by Christophe Caubel of Premiere Heure, Paris. The agency contingent included creative director Gilbert Scher, copywriter Jean-Gabriel Causse and art director Jean-Marc Lamblin.
Premiere Heure also provided editorial services with an ensemble consisting of editor Benjamin Favreul, the mono-monikered James as graphic artist, and post producer Gregory Panteix.
Sound designers/mixers were Marc Miller and Sevan Bolikian of Macadam, Paris.
The campaign broke in late October on French TV and cable channels.
