BIC EZ Reach – Pass It
In an engaging and visually appealing commercial, BIC introduces its latest product, the Big Easy Reach lighter, set against the backdrop of a serene outdoor setting that immediately draws the viewer into a moment of leisure and relaxation. The commercial smartly begins with a casual interaction between a man and a woman, both enjoying a peaceful moment on a patio, surrounded by the trappings of a comfortable evening outdoors, including a bowl of fruit and a candle waiting to be lit. The man's request for the BIC Big Easy Reach lighter from the woman not only introduces the product but also seamlessly demonstrates its utility and ease of use.
The effectiveness of this commercial lies in its ability to showcase the product's features through natural dialogue and actions. The man's appreciation for the lighter's ability to reach hard-to-light places and its safety feature that keeps fingers away from the flame is communicated in a manner that feels genuine and relatable to the viewer. This cleverly highlights the product's unique selling points without resorting to a hard sell approach.
Moreover, the inclusion of a fondue set towards the end of the commercial, accompanied by the playful mention of "Fondue time," cleverly expands the product's appeal beyond its obvious use. It suggests versatility and fun, implying that the BIC Big Easy Reach lighter is not just a practical tool but also an enabler of enjoyable moments, whether they are in lighting candles or aiding in the preparation of a fondue.
The commercial's visual strategy, featuring a sequence of different colored BIC lighters, serves not only to display the variety available but also to visually engage the viewer with vibrant colors and sleek designs, reinforcing the brand's message of offering practical yet stylish solutions.
In conclusion, this BIC commercial effectively communicates the value and versatility of the Big Easy Reach lighter to its target audience. By situating the product within a relatable and aspirational lifestyle context, it not only highlights the practical benefits and safety features of the lighter but also associates it with moments of joy and togetherness. This approach not only serves to inform but also to inspire the consumer, making it a commendable piece of marketing that resonates well with its intended audience.
