One of the joys of emotional advertising is seeing the most apparently unlikely categories produce feelgood winners. Japanese firm YKK makes zippers. How on Earth do you make zippers emotional? In this case, by producing a film about a team of adorable bears struggling to do up a child’s top. Since the bears’ quest ends in failure, there’s a risk of negative emotion, but the ad avoids this with not just a happy ending but a good final joke. And of course the main source of happiness is the bears themselves, classic simple-but-cute Japanese creations in the vein of Sanrio’s Hello Kitty. If YKK decided to revisit their creations, they could easily turn them into a powerful Fluent Device.