At night, some kids suspect monsters are hiding in the closet or under the bed. Some have nightmares, others are just afraid of the dark. A nicely produced student spec spot for German teddy bear brand Steiff offers the bear as a solution to help children cope with these fears and anxieties. We see a little boy alone in a dark forest, chased by a giant monster. The boy wakes up but finds that his nightmare is not over: The monster breaks through the window and bursts into his bedroom. The last line of defense for the boy is his teddy bear. It fights his battles and in the end defeats the monster.
The teddy bear acts as the boy’s defender and his savior. The spot presents the bear not just as a simple fluffy, cuddly stuffed animal but as a protector—a provider of comfort and source of confidence, especially at night.