Caught off guard with Gutfried

A distant crazed relative of the classic John West ad from 2000, Bear, this comic gem directed by Kai Schonrath through Czar Germany, also starts from the standpoint that your average bear will do almost anything for a spot of salmon. 

Created by the German agency, ME Verlag/Rheda Wiedenbreuck, the spot features a deranged disco-loving security guard who is lost in his own moves as he shimmies around the store. 

When suddenly he happens upon a peculiar pilfering entity he questions the identity of the furry foe – is he a real bear? 

Gutfried, traditionally known for poultry products but now offering a range of veggie and vegan offerings, here promotes its fake fish products through a droll pondering of the authenticity of its popular packaged salmon substitute.