The Canon EF 400mm f/2.8L IS II lens ad campaign was developed at Mohawk College, Hamilton ON, Canada, Art Director: Stephen Sandian. It appears the ads are trying to suggest you can get close to a subject without risk when using the EF 400mm. 🙂
The EF 400mm f/2.8L IS II is a rather pricy lens, it sells for $11,500 (Amazon | B&H Photo | Digitalrev | eBay | Adorama | Canon USA). If this is too much for you, and you want to get close and intimate (at least photographically speaking) with bears and tigers, you can always rent the lens at borrowlenses.