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Bear | Ronald Reagan, 1984
The familiar, soothing, and avuncular voice narrating this classic ad belongs to advertising executive Hal Riney, who created this spot, and most of the optimistic “Morning in America” ads for Ronald Reagan’s re-election campaign. Using symbolism, the ad features a large grizzly bear lumbering through the woods. “Some say the bear is tame, others say it’s vicious and dangerous.” The bear represents a threat that could be real or imagined. While no mention is made of the Cold War, it becomes clear at the end of the ad that the bear represents the Soviet Union and the lone hunter represents the United States. With a soft, reassuring voice, the ad evokes fear of our enemies and makes a commonsense appeal for peace through strength. When the ad was tested for focus groups, many viewers were unsure about what the bear represented, thinking that it had something to do with the environment or gun control. Yet with its simple, ominous imagery, and suspenseful music combined with the subtle sound of a heartbeat, this is one of the most memorable of all campaign ads. It was the inspiration for the 2004 George Bush ad “Wolves,” created by Mark McKinnon.
Credits:
"Bear," Reagan-Bush '84, 1984
Maker: Tuesday Team: Hal Riney
Original air date: 10/02/84
Video courtesy of Ronald and Nancy Reagan/Ronald Reagan Presidential Library.
![](https://i.ytimg.com/vi/FErYyPMbllI/maxresdefault.jpg)