Agency Network: 
December 2010


Print advertisement created by TBWA, Bolivia for BIC, within the category: Office Equipment.


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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New Nice and Fun's picture

It's early in the morning, but I really don't get it!

New Nice and Fun
Activity Score 377
Jayded's picture

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).

Activity Score 4
CuriousPencil's picture

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.

Activity Score 4225
Guest's picture

Maybe if I think harder I'll get it, but I don't have time.

Lazarus's picture

Now that's a lot of ink.

Activity Score 1536
Creative Director
Guest's picture

It means no different between old and new and all of them is the same

shahidali's picture

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.

Activity Score 4069
Dhaka, Bangladesh |


Guest's picture

Always thought their pen sucked.

Guest's picture

Great post!!!
Thanks for your great information......

Dzsoi's picture

To cite all flaws of these ads would never end.

Activity Score 8532
Copywriter at junior copywriter
Chelsey Homan's picture

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.

Chelsey Homan
Activity Score 90
mark3r's picture

It's the end of something...

Activity Score 1949
Art Director at Scout