"San Silvestre Vallecana" is a 10km race celebrated each year in Madrid on December 31. On the year 2003, the campaign told the tale that the bear from the city's emblematic "El Oso y el Madroño" (the bear and the strawberry tree) had become lose, causing panic, chaos and mayhem around the city. The spot was created as a viral that warned you to run from the bear, to run against the bear, to see the other competitors as bears and to beat all the bears in the race. The movie did such a good job that it finally aired on cable networks.

90" Viral Promo