Pixar’s Toy Story 3 is set to hit theaters on June 18, 2010 and in preparation Pixar has launched one of the most original ad campaigns the web has ever seen. The campaign comes in the form of a series of fake retro-style commercials, alleged to be from 1983, advertising Lots-o’-Huggin’ Bear, one of the new additions to the Toy Story cast of toys.
The clip looks and sounds so much like an original commercial from the 1980s that you would probably believe it was real if you didn’t know it was fake. From the clothing and props to the VHS tape fuzz, this commercial seems totally authentic. What makes the campaign even more genius is that Pixar fed the video onto YouTube via MrCrazycommercials’ account, a YouTube user that has uploaded eighteen classic 1980s commercials. Seventeen are for actual products and Lots-o’-Huggin’ Bear is the only one that is fake.
As if that wasn’t enough, another YouTube user posted a video response with a Japanese version of the Lots-o’-Huggin’ Bear commercial. The description of the video reads, “vaguely remembered this toy from when I was living in Japan back in the day – got this off from one of my old VHS tapes I used to record off the TV with.” Can we expect to see Lots-o’-Huggin’ Bear commercials from other parts of the world popping up on YouTube?
This campaign is unique because it doesn’t mention Pixar or Toy Story 3 at all, but is achieving the objective of capturing audience attention and rallying excitement for the film nonetheless. It also serves the purpose of creating a history for one of Pixar’s new characters, Lots-o’-Huggin’ Bear, who lives in a world of real retro toys including Mr. Potato Head, Barbie and Ken. What do you think of Pixar’s farce? Do you think these commercials will rally new fans for this fake old toy?