Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
Readers’ health warningCaution: This story contains multiple unbearable puns, courtesy of both Heathrow Airport and The Moodie Davitt Report that may affect readers who are sensitive to excrutiating wordplays. |
UK. Today’s images and video are courtesy of London Heathrow Airport as the company announces the return of its fur-nomenally popular bears, Doris and Edward Bair and the shock unveiling of a new terminal.
In a campaign that clearly bears repeating, the duo have come out of long-term hibernation for the first time since 2018 to celebrate the upcoming furstive season.
In honour of their return, Heathrow has launched an advertisement in which it has transformed Terminal 4 into ‘Terminal Paw’ – even installing new signs to celebrate the comeback.
Doris and Edward Bair made their debut in Heathrow’s 2016 Christmas campaign (see below), winning wide popularity across the UK with their touching tales of reunion and adventure.
The new advert, following a seven-year paws, follows Doris and Edward as they explore the airport and prepare for a new overseas adventure.
From Heathrow’s Pod Parking to the airport’s bustling boarding gates, the film follows the couple on a familiar and joyful journey through departures.
The ad captures the magic of shared travel moments, for example applying a stubborn sticky luggage tag at self-service bag drop and playfully spritzing perfume in World Duty Free (now, courtesy of an untractable claws, trading under a bear minimum guarantee).
Brands on display appear to include Bearburry, Tom Fur’d, Hairmes, Pawfums de Marly and the ever-popular Ted Baker.
Coming soon
From January, passengers will be able to purchase their own Doris and/or Edward Bair, available as Heathrow travel retail exclusives, ideal for those Instagrammable self-pawtraits.
“The paw-pularity [ouch –Editor] of bears among Heathrow passengers is undeniable,” the company said. “More than 82,000 teddies are sold at the airport each year – an average of more than 220 per day.”
July and August see the highest number of toy and bear sales as passengers pick up special companions to take on their summer holidays. The most popular purchases at Heathrow include the Harrods bear, London-themed toys, and the beloved Paddington Bear and his merchandise.
Heathrow Chief Customer Officer Ross Baker said: “We are excited to welcome Doris and Edward back to Heathrow. They hold a very special place in our passengers’ hearts, and their story embodies the spirit of travel – full of love, laughter and a little bit of mischief.
“Their return is a reminder that Heathrow is more than just an airport. It’s a place where millions of meaningful journeys begin every year.”
Since their first appearance in 2016, Doris and Edward’s love story has been viewed millions of times worldwide.
This year’s incarnation, available on YouTube, sees Doris and Edward’s airport adventure take place backed by ‘It Must Be Love’, performed by British singer-songwriter, Maius Mollis.
Filmed in Terminal 2 and Terminal 5, using stand-in bears for on-set visual reference, the advert features a cast of Heathrow colleagues as Doris and Edward’s fellow passengers.
From storyboarding to bringing the 3D animated couple to life, Heathrow’s new advert has been a passion project for all involved in its development, the airport company said.
Previous Doris and Edward Bair campaigns
2016
Coming Home for Christmas: In which Doris and Edward arrive via Beartish Airways into the welcoming experience of Heathrow Airport arrivals
2017
This edition takes the form of a poignant flashback to the 1960s, when the couple first set eyes on each other. Edward accidentally leaves his (threadbear) coat on an aircraft when returning from a business trip. Doris, the airline’s air stewardess, not wanting her passenger to leave bear-handed, chases after him. As she bears down on him, their eyes meet. Doris returns the coat. He bears her kindness in mind and the rest is history (well, her story too).
2018
The 2018 video opens with Edward soaking up the sun on a lilo in Florida (where apparently he always likes to lie low). But the combination of carol music (O Little Town of Bearthlehem, Santa Claws is Coming to Town and Ding Dong Bearily On High among them), chats with the family and images of ‘home’ make the Bairs realise that Christmas in the sunshine is not what they want and they rush back to Heathrow, backed by English singer/songwriter Paul Young’s Every Time You Go Away.
