It's What John West Rejects

The spirit of “Bear” lives on in 2026, with John West’s new Australian ad executing a similar surreal rug-pull to the famous original. Here the spoof documentary follows a bear mother nudging her cub into the river to catch its first salmon. It offers the chosen fish to its parent… only to gasp in shock as the bear mom unzips her suit to reveal the John West fisherman in a cunning disguise.