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21 October 2021

Bear hugs.

by Syd Briscoe

East of England Co-operative Society: “Letting Go” - 40s

This touching ad for the East of England Co-operative Society's funeral service sketches a tender father-daughter relationship throughout the years. From the first time she's given to a nurse as an infant to the last time she has to strike out in the world alone, a teddy bear serves as a talisman of her dad's love - a symbol that although he may not be physically with her, he's giving her all he's got on a spiritual level.

It's a message which will resonate with many viewers, particularly after almost two years of pandemic restrictions around funerals robbing some of the chance to say goodbye entirely. Director Michael J Ferns handles the poignant subject matter with care, ensuring that the relationship remains relatable and delicately drawn - never tipping into schmaltz or mawkishness.

Director: Michael J Ferns Ⓟ Ⓦ (76Ltd Ⓟ Ⓦ)
Cinematographer: Alistair Little
Editor: Michael Nixon
Colourist: Peter Oppersdorff @ MPC Ⓟ Ⓦ
Composer: Alexander Wells

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