Two men are on a train, while one enviously comments on the large size of the other man's "instrument." The man with the big thing allows the other to hold his "instrument," and it is then revealed that said "instrument" is a Dr. Grip Gel pen. The voice over then explains the attributes of the Dr. Grip Gel pen.
Philosophy
We knew that in order to make a strong, positive impact during their key, short selling season, we needed to make Pilot's pens appealing, fun and sexy. By using brazen, arguably shockingly humorous skits, we've sought to completely disrupted this normally sedate and bland category, and create a funny, memorable image for the Pilot Pen brand. Our campaign has already achieved strong results. Sales of their G2 product (featured in another spot) soared over 30% as did Pilot's overall share of the gel-filled pen market. Pilot is now #1 in gel according to A.C. Nielsen.
Problem
Pilot Pen needed to raise awareness for their products and take advantage of the back-to-school selling season. Historically a low-profile, conservative brand in a low-interest category, Pilot needed a big idea to capture consumer attention and interest -- ultimately to make Pilot the brand of choice.