BOUCHERVILLE, Quebec — Point S Canada wants to make your next trip a little easier to "bear."
The company recently launched a national advertising campaign featuring campers encountering a 400-pound bear in the woods, along with the tagline "No Stress With Point S."
In the TV ad, a camper is roasting a hot dog over a fire when he spots a bear trying to eat honey from a beehive. The bear then walks over to the fire, where the camper feeds it the hot dog.
"Centering on a couple's composure in the face of high-stress situations, the ads send the message that when you have Point S looking after your car, drives become a walk in the park, regardless of what happens," the company said.
The advertising agency Publicis Groupe S.A. produced the Canadian campaign. The offbeat ads were created for TV and radio in Alberta, British Columbia, Ontario, Quebec and the Atlantic provinces.
"The concept of reducing customers' stress is illustrated well, and it fits perfectly with our corporate positioning," Patrick Lavoie, vice president of marketing and communications for Point S Canada, said.
For the scenes with the bear, Publicis partnered witith Nova Film. The scene with the grizzly, named Tango, was filmed in his enclosure at Cine-Zoo Parc in Ste-Anne de la Rochelle, Quebec, before being integrated onscreen during post-production.
"If you're wondering how the trainer got Tango to attack a fake beehive, all it took was hiding some tasty treats inside," the company said.