Into the wild

Nikon's bear is one extreme animal.

To demonstrate how hard-wearing its new Coolpix AW100 camera is, Nikon enlisted a camouflage bear who really gets around. Developed by Amsterdam and Stockholm-based agency Perfect Fools, the above ad shows the bear surfing, BMX biking and freestyle skiing. The bear is played by three extreme sportsmen: French freestyle skier Julien Lange, Portuguese BMX biker Daniel Americo and Lisbon-based surfer Miguel Fortes. The fact that they can do what they do while wearing a cumbersome bear suit makes them all that much more extreme. Extreme for us would be wearing the bear suit while sitting on a park bench.


advertiser: Nikon
agency: Perfect Fools