Pilot Correction Pen: Pencil

Advertising Agency: Ogilvy Guatemala
Creative: Roberto Gómez
Art Director: David Galdámez / Rúben Leyton
Photography: Alfredo Artiga

34 comments

NastyJester's picture
NastyJester
744 pencils

I quite like this. It's not amazing, but it gets the message across in an interesting way.

Guest's picture
Guest

What does the copy say?

Tchabana's picture
Tchabana
103 pencils

Nice!

SoCH_TO's picture
SoCH_TO
959 pencils

old ideas

in new botel

Live with Passion

federo's picture
federo
781 pencils

sorry, don´t understand

beautiful photo, but can´t understand

everartz's picture
everartz
7611 pencils

i dont get it as well

| Everartz |

Guest's picture
Guest

Correction pen

Guest's picture
Guest

i like it when people judge this artwork just because OGILVY DID IT!!! this is LAME

jsptrck404's picture
jsptrck404
437 pencils

i can't read the copy, so can't judge it for myself. but for those that can and like it, i doubt ogilvy's the reason. because in case you haven't noticed, ogilvy hasn't exactly been a bastion for great creative work for, oh, at least the last decade or so.

| think small |

Guest's picture
Guest

Muy bueno...

Guest's picture
Guest

The pen write like a pencil.

Very nice.

ssguixi's picture
ssguixi
213 pencils

thank you.

Guest's picture
Guest

beautiful pen jajaja!

Guest's picture
Guest

please explain!

Guest's picture
Guest

not a bad one shot. the idea could be pushed more and campaigned out. weird that the pen and the product shot are different.

Qwerty's picture
Qwerty
96 pencils

Why is the pen in the photo different than the pen in the sign-off product shot? A little confusing.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

The product is simpy a "white-out" and not a "pen", per se. It's got white-colored ink inside. You just rub it over a mistake (misspelling) you made and you rewrite on top of it (when it's dry.) I had it as a kid myself a looooooooong time ago.

I actually didn't get this ad until I read one of the comments up there. So, personaly speaking, it's not quick enough a message. A bit contrived also. I almost lost my patience trying to figure it out and went to the next one... : (

Guest's picture
Guest

If the product they are selling is a white-out pen then the ad is misleading. This visual implies that the pen has erasable ink. That is a TOTALLY different product from a white-out pen. THIS idea is selling erasable ink under the guise of "correction." Where is the ad for the white-out pen?

All that being said, I love the idea –– it's just not for the right product.

shahidali's picture
shahidali
4067 pencils

agreed.

shahid

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

No, I don't agree at all.

And I don't mean to sound like I'm defending this ad (because I'm not a fan of it by any means.)
But you guys are being WAY too literal in understanding this ad.
Like someone else mentioned, it's a visual metaphor (or simile, whichever you prefer to call it) as in: "your pen can NOW write just like a pencil" (because of our product.)
Because our white-out can easily correct/erase your writing mistake, you can now use any ink-based writing utensil just as you would a regular pencil. Nothing more, nothing less.

(A) can now be (B) because of (C.) This formula has been used countless times in advertising if you haven't noticed yet...

Guest's picture
Guest

It's a metaphor!
Erasing the ink it's really easy. As if it was a pencil. really cool, simple. i like it.

Guest's picture
Guest

nice idea !!!

Guest's picture
Guest

Realllyy good idea i like it....

Guest's picture
Guest

alfin dejaron de fusilar en ogylvi guatemala

Guest's picture
Guest

sin fusiles con estilo..... jajaja

palls's picture
palls
164 pencils

if it has got erasable ink then ad is fine but if it has got white ink to correct mistake its different idea for different product

"selling is advertisment"

just write's picture
just write
653 pencils

it's so cnfusing.... Idea's is not coming out...

theanc's picture
theanc
2781 pencils

Smart execution.

Guest's picture
Guest

a lil far fetched

Guest's picture
Guest

How do we know he is erasing rather than writing? Crap.

Guest's picture
Guest

la mano se ve montada, buena idea

Chapulin Colorado's picture
Chapulin Colorado
150 pencils

la idea es buena, lastima que la direccion de arte no ayuda nada

Guest's picture
Guest

LA IDEA PUEDE MORIRSE CON LA EJECUCION Y LA POBRE DIRECCION DE ARTE.. FERNANDO MIRA NO LA HIZO, DE ESO ESTOY SEGURO

Guest's picture
Guest

ECCO LA MIA INTERPRETAZIONE: GRAZIE AL CORRETTORE PILOT PUOI UTILIZZARE LA PENNA E CORREGGERE L'ERRORE PERFETTAMENTE COME SE USASSI UNA MATITA.. (IL TRATTO DELLA PENNA, SEMBRA APPUNTO ESSERE QUELLO DI UNA MATITA)...TADAAAAAAAAAAAA
CHE DITE?

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