Bear Thinks It's Italian

“Working with real bears was like working with trained dogs. Granted, mama and papa bear were like big strong scary willful dogs. But the cubs were very cute and cuddly. It took a month to train the them all and still there were very human things we wished they could do, like actually cooking and serving the pasta. We had to pull that off in other ways.”
 — Element 79 senior VP-group creative director Chris Laubach discusses his agency’s new commercial, which reinforces the timeless association between bears and pasta.