In this episode of pplpod, we explore “Bear,” the famous television commercial created for Ronald Reagan’s 1984 presidential campaign. We discuss how ad executive Hal Riney used the metaphor of a grizzly bear to represent the Soviet Union and the need for preparedness, delivering a message of “peace through strength” without ever directly naming Reagan’s opponent. We also examine the ad’s lasting legacy, including how its distinct, allegorical style has been copied in later campaigns by politicians like George W. Bush and Ted Cruz.