With a flash of desired information, Bic gets viewers attention in a big way. In a recent campaign for stationary (as well as lighters and shavers) manufacturer, created by BorghiErh/Lowe of Brazil, the point is made in three television commercials that you should always have one of their pens available at all times.

Each of the spots start with a warning that the commercial will only show one time and then proceed to show a scene and quickly moving information that is scrolling, appearing and then disappearing all before a watcher has a chance to duplicate the information. They all end with the common theme, “See how important it is to have a Bic handy?’

The first of the ads portrays a beautiful and sensual model teasingly touching herself as personal contact information pops in and out of the screen, supposedly sending aspiring bachelors scrambling for a writing utensil.

The second spot shows a deliciously soothing soft drink, similar to popular ones with secret ingredients, as a recipe  fades in and out of the scene element by element. What the two staple brand soft drinks are made of has been a lifelong mystery and consumers watching the video are frantic to collect the information.

The final of the three depicts directions and map to the Holy Grail, quickly giving step by step instructions to finding the worldly treasure. One of the secrets of mankind, displayed before a viewers’ eyes and nothing to write with leaves watchers wishing they were better prepared for next time.

Though each of the commercials move too quickly for someone to understand what is exactly happening, the innovative idea leaves the final theme as a lasting impression.