BIC, the brand synonymous with dependability and simplicity, has launched a clever new ad campaign that shines a spotlight on the importance of a reliable lighter. Through a series of humorous scenarios, the campaign highlights the mishaps that can arise when someone is stuck with a faulty lighter—showing why choosing BIC makes all the difference.
Each ad in the series depicts everyday moments where a lighter is crucial: lighting candles during a power outage, sparking a campfire under the stars, or firing up the grill at a backyard barbecue. In these scenes, the frustration of a lighter that won’t ignite is met with comedic consequences—missed opportunities, awkward pauses, and over-the-top attempts to improvise fire.
The campaign’s tagline, “Don’t Get Caught Without a BIC”, reinforces the brand’s promise of reliability and performance. The ads not only elicit laughter but also serve as a reminder of how BIC lighters have become an essential tool for life’s small but meaningful moments.
With its blend of humor and practicality, BIC’s campaign positions the lighter as more than just a utility—it’s a trusted companion. The creative approach ensures that the message resonates with a wide audience, from outdoor enthusiasts to everyday users who value quality in the little things.
This lighthearted campaign is yet another example of BIC’s ability to connect with consumers while emphasizing the durability and reliability that have made it a household name for decades. So, next time you’re in need of a lighter, remember: with BIC, you’ll never be left in the dark.
