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‘Guru Bruce’ consisted of a series of TV spots that showed Bruce in various yoga poses, while revealing MIdalia’s vast range of products and its ability to supply you with whatever you need in steel. The spots utilised a 3D model of Bruce in order to animate him in the new environment.

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Overview

Midalia Steel is one of the primary players in steel retailing and the authority on steel products.

Midalia’s company mascot 'Bruce' has undergone many changes over his lifetime. This time around, we turned him into a guru master, as part of the 'Gurus Of Steel' campaign. This campaign demonstrated the level of knowledge that Midalia Steel provided to its customers when it came to steel products.