9 December 2020

Bears in need.

by Syd Briscoe

★ ★ ★ ★

Dole: “Unstuffed Bears” - 30s

With the UK government having to be publicly guilted into tackling child food poverty by celebrities, this timely campaign from Dole offers a poignant reminder about the kids behind the headlines. It's a simple enough concept - teddy bears taking the place of youngsters chowing down in high chairs, in front of the telly, or simply drinking a bottle of milk before bed - but it's their unstuffed counterpart who drives home the film's message.

Director Amy Becker-Burnett pulls no emotional punches here, as she contrasts the charmingly plumped-up plushies with their sad, thin peer. The film even manages to communicate exhaustion on the toy's part, which only intensifies the urgency the audience feels to make things right. When the hype around high-profile charity campaigns dies down, it's these international efforts which will fill the gap of government ineptitude - making such compelling work more important than ever.