Paddington Bear language" as "infrequent", saying it referred to "a single mumbled use of 'bloody'". To celebrate the release of the film, the Paddington Trail was launched. From 4 November until 30 December 2014, 50 Paddington statues were placed around London close to museums, parks, shops and key landmarks. The statues have been created by artists, designers and celebrities, including supermodel Kate Moss, actress Nicole Kidman, and "Downton Abbey" star Hugh Bonneville. As the lead charity partner of The Paddington Trail, the NSPCC held an online auction in November and a live auction in December for the statues. All proceeds from the
Paddington Bear TV advertisement (first broadcast on 13 September 2007), in which he tries a marmite and cheese sandwich instead of his traditional marmalade sandwich. On 13 October 2008, Google celebrated the 50th anniversary of the first Paddington publication by placing an image of the travelling bear with a sign showing Peru and London incorporated into Google's logo. In November 2014, a balloon with Paddington Bear was introduced in the Macy's Thanksgiving Day Parade. A song about Paddington Bear, "Shine" was released on 13 January 2015 by Gwen Stefani and Pharrell Williams. As part of the promotion of film and to celebrate