"A Squeeze Away"

4 March 2026

30s

Toy story.

Directed by Edward Andrews, this 30" commercial features the world's strongest boy… or it seems. The kid appears to drag his father across the floor like a blanket, not that Dad's fussed, to be honest. What matters is that he's sorry—sorry he can't be there as the boy leaves for his first day at a new school. If Dad's not around, then, who or what's been hauled to the front door?

It turns out Dad recorded a message ahead of time and put it inside a Build-A-Bear Workshop teddy. One suspects he's at work, away on business, et cetera (DAVID's not sure he could cope with a more tragic reveal!), and felt this was a neat way to provide comfort and familiarity before class. We like how he covers all bases, too: "I wish I could go with you, but I'd snore during naptime... and nobody wants that."

USA

Toys