Megan Leung

BIC Pens: You'll Never Find Better

The brief of this ad was to promote the classic crystal BIC pen. Through my research and personal experience I realised that this is a pen that has always been reliable but never the first choice because it will never be the most fancy or expensive pen in someone's pencil case. It's the pen we lend out to others without giving a second thought and don't mind if we end up losing 1 or two of them. This led me to connect the pen to the idea of the romantic interest that never wins, the nice guy, the second lead of every romcom and soap that never gets chosen. I wrote this letter as the pen coming from that pov, spiteful but confident that in the end the consumer of BIC pens will always come running back to them when they are in need of a reliable pen.

“This is a pen that has always been reliable but never the first choice”