BIC EZ Reach – Pass It
In this engaging commercial, BIC Lighter showcases its range of products in a serene outdoor setting, cleverly emphasizing the practicality and versatility of its lighters. The advertisement opens with a man and a woman enjoying a peaceful moment on a patio, surrounded by the comforts of home and nature. The man, adorned in a jacket featuring the BIC logo, requests the Big Easy Reach lighter from a bowl on the table, subtly introducing the product to viewers. This scene is not just a display of product placement but a smart marketing strategy that places the BIC lighter as an essential household tool.
The dialogue between the characters is natural and informative, highlighting key features of the BIC lighter, such as its ease of use in hard-to-reach places and the safety benefit of keeping fingers away from the flame. These points are communicated through a casual conversation, making the information relatable and easy to digest for the audience. The mention of using the lighter for fondue adds a layer of warmth and conviviality to the scene, suggesting the product's role in bringing people together over shared experiences.
The variety of BIC lighters displayed in the video serves to inform the viewer of the range available, catering to different preferences and needs. This visual sequence is effective in demonstrating the breadth of the product line without overwhelming the viewer with too much information at once.
The commercial concludes with the tagline 'The Ultimate Lighter,' which is a powerful statement of brand confidence. This tagline, combined with the visual and dialogic elements of the advertisement, works to solidify BIC's position in the market as a reliable and essential brand for consumers.
From a marketing perspective, this commercial excels in several areas. Firstly, it creates a relatable context for the product, showing it in use in everyday life. This approach makes the product more appealing to potential customers, as they can easily see how it fits into their own lives. Secondly, the advertisement is clear and concise, delivering its message effectively without unnecessary complexity or distraction. This clarity ensures that the viewer's attention remains focused on the product and its benefits. Lastly, the commercial's production values, from the setting to the quality of the visuals, reflect positively on the brand, suggesting that BIC is synonymous with quality and reliability.
In summary, this BIC Lighter commercial is a masterclass in effective marketing, combining product demonstration with relatable scenarios and clear messaging to create a compelling case for the brand. It speaks directly to the consumer's needs and desires, making it an excellent example of how to market a product successfully.
