Bob the Robot brings a beloved Finnish magazine to life, literally, by substituting a real duck for Donald Duck Magazine. The animal allows audiences to understand the emotional role that the magazine plays for young Finns. As a boy grows up, the duck, representing the magazine, literally grows with him and accompanies him throughout the majority of the major milestones in his childhood and adolescence. There is strong emotional engagement throughout, especially as the story arcs between joy and sadness. The ad received a well-earned 4-Star rating and the positive resolution at the end cinched the EiA score of 81.39.