That's exactly how I read the ad as well. The mother has passed, and the daughter has grown attached to an object. Her father is trying to open her back up to life. It's very touching, even if they didn't spell it out that mom is gone.

Personally, I'm not sure I like the concept of plush bears in fetish gear in the first place.

Years ago when working on a Smirnoff "through the bottle" brief at then Lowe Howards Spink in London, my partner drew a plush bear that behind the bottle was a bondage bear. I thought it was a rubbish idea even then and said so. (We broke up as a team a day or so later).

It's not that obscure!