Bic pen ad

I don't like it. It makes me think about having my pen leak/ break and having to deal with that drawing on my nice white shirt. I know its not your intention, but that's what you've accomplished with me.

Cool visual, but unfortunately I also get the same negative association. Discover the ink - I'm not quite sure what you're trying to say about the pen, but if you're talking about it having lots of ink with great potential for writing/drawing, then that's an interesting thought worth exploring.

well thats want i want to say, i think you get it just like that.

i was worried about that association that caloca mentioned before, its logical to think that but what i want it´s to people to see it´s a pen with a lot of ink to play with.

YOU need to improve your art direction

I think this is something you should explore more, having a well of ink at your hands, however nothing associated with having a leak or big inky mess.

Also for art direction's sake, I don't know what's going on in the background but it doesn't look like crinkled paper. And, what is the pen cap flying in the air? If it's supposed to be resting on the paper it needs a shadow.

I don't think "mess" at all but "fortune" or "lucky" when I see this.
it's a nice ad but as a one-off not powerful enough. make this into a campaign of three and you could keep this.

Mi esfero BIC mancha?
Al escribir va a salir un chorro de tinta?
Bad art direction.

I like the whole "Discover the Ink" tag but I am also getting the feeling of it getting on my shirt or behind my ear and in my hair (really happened). Im wondering if you could take it a step further and show a bird plucked of its feathers except one as it sits on a perch shivering and an old desk with a ink holder and some guy writing a novel with the birds feathers. I dont know if I am making my self clear but the print visual is funny for me.

Or maybe you could show the bird looking really pissed off as someone is writing a book with its feathers. Maybe the bird is a peacock and has a patch of feathers missing.

I think you are really close to something great though. Good job posting stuff on here for us to critique. THAT TAKES BALLS. And for the ones who flame you don't listen to them. They are they guys who sift through the trash at night looking for someones ideas that they can pass off as there own. Keep it up.

this looks like an ad. that is really good. if you would be in miami ad school you would be on the front and all the people would say. nice for a student.

kep it up.

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I would never promote Coca Cola.

i wonder if you can´t see the other part of the ad, when we talk about an oil well it means that it has a lot of oil to give, these things dry about a 10 or even more years to get without material, the same thing happens with the ad, anyway thanks for the comments, but i would like to you wouldn`t see only it as a flaw i mean try to go beyond communication.

here is some concept.

and yeah i suck on art direction hahaha. thats why we should try to help to improve our work among all of us.

i like it. but i would change the line... 'A well that never ends' or something like that :-)

i don't think you suck at art direction, but then again, that might tell you how bad my art direction skills are. =) it is a cool visual, but i don't think the ad is right for the product. i'm going to have to agree with those that said that it reminds them of an ink pen exploding. perhaps you could change the ad to something for dry cleaning - 'accidents happen' theme.

so once i open the cap this will happen?? i have to agree with what others said

What's good is that you had fun with this ad.
It is playful and fresh looking.

What's not so good is that ... well ... it is not so good.
The idea is not working as an idea & strategically it is not right for this brand.
Why?
You need to look at what you are saying about BIC pens.

You are saying either:

a) BIC pens contain so much ink they are ready to burst all over your clean, white shirt.
OR
b) BIC pens let out too much ink (making your writing illegible)
OR
c) BIC pens are badly made

I know you just wanted to be playful and are not wanting to say any of the above, but ... this is what your ad is saying.

You found what you thought was a fun, imaginative, visual way to compare ink coming from a pen to something else.
But that is all it is – it is a weak visual pun ... and the party is in your head.

If you want to make it a visual extravaganza of ink and pens and playfulness, then commit and totally exaggerate and multiply this ... then it is accepted as hyperbole.
But then you need a line or logo treatment or something to pull it back to the BIC brand as something I want to buy – a cheap, reliable pen I can take notes with.
This line can be playful or serious ... and I have no idea what it could be, or if it will work ... that is for you to find out.
(your present line is very 'advertising' and gives me NO insight or added charm ... I was kind of expecting to discover some ink inside a pen)

Spend a bit more time on it and move on to something better.
You can always keep coming back to it and draw new thoughts or add to your visual extravaganza as you work on other briefs.
Make it about the process, about how the pen is allowing you to create ...

Keep going 'til your ink runs out :-) Maybe it will become something, maybe not.
Good luck!

casi buena,

nice to discover the ink, the only problem is the art direction. how you put your product in the right place, but it made me laugh. good one!

Nice idea, nicy copy
butt i don't like the typo, its like its from dafont or something

*mistake*

Delete the "Discover the Ink" tagline and instead mention something about how these pens last very long before running out.

Also, work on how you lay things on the page (sorry about the pun). At this point, the layout is just awkward.

You don't need to show that it's a ripped page either.