Pro-bono ad shows what people can't see, won't scare them as a man dressed as a bear randomly gets hugged on the street. Once he takes his bear-head off though, he doesn't look so huggable and cute anymore.

Directed by: Florian Meimberg
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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.