Bic: Matrix

Histories end, Bic doesn't

Advertising Agency: Athos/TBWA, Santa Cruz de la Sierra, Bolivia
General Creative Director: Pablo Leiva
Creative Director: Sergio Chisaka
Art Director: Amples Regiani
Copywriter: Sergio Chisaka
Photographers: Shpilko Dmitriy, Lasse Kristensen

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11 comments

CuriousPencil's picture
CuriousPencil
4227 pencils

Dear oh dear oh DEAR no.

Dear Bic,

Your agency just made a campaign that says your pens leak. Thank you TBWA.

Yours sincerely,

Walter A. Sheaffer.

Guest's picture
Guest

you read ads way too literally.

CuriousPencil's picture
CuriousPencil
4227 pencils

I read 'em as they're written "Guest"; and the splodge up there posing as an ad for a cheap pen only shows me a big pool of ink, which is precisely what I don't want in a pen. I want my ink *in* the pen, and all too often with Bic pens I've experienced just that kind of ink glob on the nib, and then on the paper.

I just don't think it's a smart way to communicate longevity. If I really wanted to be literal, I'd start with the headline ".... end. Bic doesn't" when of course it clearly does, making the claim redundant. Any reading of an ad, for me, has to start with the context in which it presents itself; how I 'read' it comes from there. Which is why ads with fairytales and dragons or whatever don't bug me because they show things that aren't real. But something that shows a mess when it's supposed to be showing the huge potential in a plastic stick with ink in it, that bugs the hell out of me, because it's letting down the client.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

The only leak I like is Wikileak.

Billoughsby's picture
Billoughsby
5091 pencils

What we see a lot of, actually: Underdeveloped design and poorly thought out strategy passing itself off as clean/minimal work and hip/cheeky attitude. But a crap ad is still just that.

--Appreciate your witty weigh-in, Curious Pencil, by the way.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

CuriousPencil's picture
CuriousPencil
4227 pencils

Always a pleasure to please(,) Billoughsby.

Oblabla's picture
Oblabla
298 pencils

hum i'm sorry i might be stupid but i don't get the ad i understand the headline but not the picture..cannot link them together...

Oblabla.wordpress.com

CuriousPencil's picture
CuriousPencil
4227 pencils

"Our pens have a lot of ink."

Oblabla's picture
Oblabla
298 pencils

oooooh well that was a tough one! but i agree with you..it's seems like it's leaking

Oblabla.wordpress.com

Guest's picture
Guest

"CuriousPencil" notoriously has no job, at least as an adevertising man. And I can see why.

CuriousPencil's picture
CuriousPencil
4227 pencils

Ah notoriety, what a compliment coming from you, 'Guest' - anything else you'd care to add, or are you just going to bravely throw stones from the shadows?

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