California’s state mascot explains the “bear” facts of energy conservation in a new television and online ad campaign directed by A Common Thread’s Eli Green for Energy Upgrade California and agency Campbell Ewald. The bear that appears in the spot was an animatronic creature operated by a trio of puppeteers. The spots are simply, but precisely art directed. The monotone walls and green-grass carpet of the set subtly recall the colors and design of the California state flag.