As a childless middle-aged man, I realize that family films are not targeted at me personally, and that I might live a better, less stressful existence if I simply ignored the marketing for said movies. So, even though I grew up watching Yogi Bear cartoons on television, and a new Yogi Bear movie is due out in less than six months, I paid no attention to the recently-released trailer, which features a mixture of live action actors (Anna Faris, T.J. Miller and Tom Cavanagh) and computer-generated imagery (voiced by Dan Aykroyd and Justin Timberlake). Hey, it's not for me, but if it grabs your interest, have a ball. And then I saw the poster, which you can view in full after the jump, and it ... just ... seems ... wrong.
As Collider writer David Lane acknowledged, the poster is "open to a slew of crazy interpretations," but the tag line ("Great things come in bears") is suggestive, to say the least. To say the most, it's an obvious double entendre of sexual meaning that will fly over the heads of children, while allowing teens and twenty-somethings to think smutty thoughts and maybe consider checking the movie out. Obviously, that's the point, so congratulations to the marketing team at Warner Brothers!
It feels wrong, though, because the original Yogi Bear cartoons were harmless low-quality cartoons. Even as a kid, I knew they weren't up to the level of classic Warner Brothers animation, and the jokes got pretty thin after a couple of viewings. (As opposed to Bugs Bunny and Daffy Duck and the rest of that gang, whose antics I still watch and enjoy.) Unless my memories are completely off, the Yogi Bear cartoons barely functioned on a single level, the one directed at children.
Maybe I'm wrong and the Yogi Bear cartoons are an unappreciated treasure that rewards adults with multiple viewings. In that case, sprinkling some of the marketing for the new movie with sexual connotations to entice an older audience may be entirely appropriate.