Description
Print advertisement created by TBWA, Bolivia for BIC, within the category: Office Equipment.
Histories end, Bic doesn't
General Creative Director: Pablo Leiva
Creative Director: Sergio Chisaka
Art Director: Amples Regiani
Copywriter: Sergio Chisaka
Photographers: Shpilko Dmitriy, Lasse Kristensen
Phew, so it's not just me that's confused. On the up side it made me think hard - i got it - and then i thought well that's the last bic i buy cos it's gonna leak.
I think (but i may be wrong lol) The small blobs (new and old testament) represent how much ink was used in a single bic to write them, the big blob of ink is what is left int he pen. (Or how much leaked out of the pen).
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.
Too stretchy/obscure and sounds like over-claim. Idea is good but the route of execution could have displayed the idea more explicitly. You could have used a bar chart (made of ink) indicating how much ink used to write hamlet, great expectation, old testament and so on and proportionately show bic's ink in comparison.
shahid
To cite all flaws of these ads would never end.
can someone explain to me what this concept means? Bic's ink looks cool, kinda like oil, when in puddles... it's between the old and new testament? Is it a midtestamant? or some kind of religious thing? so confused.
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