Last
month, a black bear made international news by rummaging
through a campsite at Baker Lake resort near Seattle and
guzzling three dozen cans of Rainier Beer. Even more
remarkable, the alcoholic ursine gave Busch beer a try but
apparently preferred the local brew.
Rainier's agency, Cole & Weber/Red Cell, immediately
sprung into action, according to ECD Guy Seese, and held an online contest to name the Rainier bear.
After 800 submissions and an online poll, the bear was dubbed
"Brewtus." Now, Cole & Weber is breaking the brewer's
first TV commercials in 15 years, all based on the beer bear
-- as portrayed by a large man in a slapdash bear suit. One
spot, directed by Mike Prevette, "dramatizes" the way the real
bear was eventually captured, as Rainier's spokesmen lure the
bear/man into a trap with honey, donuts and two cans of
Rainier. Two other spots, directed by Jack and Carol Hodge of
Alarming Pictures, further explore the adventures of Brewtus.
Of the buzz potential provided by the real life story,
Seese chalks it up to "a little bit of luck and a whole lot
being prepared."
