This ad also has ‘the cheating husband’ angle of approach. It’s trying to say: ‘If you have some explaining to do you better make sure there’s enough ink to do it’. Another approach might have been to take ‘a student’ who’s got to take a test or something, but I guess it wouldn’t have been as good or as strong as this ad. Funny though, how it seems that people still write letters, but mostly because they have to. It seems to be ages since I received a ‘real’ written letter and the last one I wrote was a declaration of love to my girlfriend. In the ad below the letter being written starts with: “My dearest wife, I know you’re still mad at me for sleeping with your sister but I can explain.” I’m 100% sure I’ll never have to use this particular line. Heheh. Good for a bronze lion in the Outdoor category.
Copy: “When you have a lot to write”
Category: Point of Purchase Posters
Title: Husband
Advertiser: G.H. Stationery Ccompany
Product or Service: Bic Pens
Advertising Agency, City: Leo Burnett, Singapore
Country: Singapore
Creative Directors: Steve Straw/Linda Locke
Copywriter: Victor Ng
Art Director: Jon Loke
Photographer: Hon (Shutterbug)
Illustrator: Procolor
Account Supervisor: Kwan Weng Hung
Advertiser’s Supervisor: Vincent Tan
Other Credits: Production Manager: Dennis Gan