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Matrix

Campaign
Agency Network: 
Published/Aired: 
December 2010

Description

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

Caption

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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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.

CuriousPencil
Activity Score 4225
Copywriter
Guest's picture

you read ads way too literally.

Guest
CuriousPencil's picture

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.

CuriousPencil
Activity Score 4225
Copywriter
jackmancer2017's picture

The only leak I like is Wikileak.

jackmancer2017
Billoughsby's picture

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.

Billoughsby
Activity Score 5144
Art Director |

That's it.

CuriousPencil's picture

Always a pleasure to please(,) Billoughsby.

CuriousPencil
Activity Score 4225
Copywriter
Oblabla's picture

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
Activity Score 298
copywriting trainee at Reputation/Publicis/Leo Burnett Copenhagen |

Oblabla.wordpress.com

CuriousPencil's picture

"Our pens have a lot of ink."

CuriousPencil
Activity Score 4225
Copywriter
Oblabla's picture

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

Oblabla
Activity Score 298
copywriting trainee at Reputation/Publicis/Leo Burnett Copenhagen |

Oblabla.wordpress.com

Guest's picture

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

Guest
CuriousPencil's picture

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?

CuriousPencil
Activity Score 4225
Copywriter
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