| Titre | Pen Envy |
| Agence | Publicis Kaplan Thaler |
| Campagne | Pens - Pilot Pen |
| Annonceur | Pilot Pen Corp. |
| Marque | Pilot Pen |
| Mise en ligne | Octobre 2001 |
| Produit | Dr. Grip Gel |
| Secteur d'activité | Papeterie & fournitures de bureau |
| Slogan | Pilot Pen. Think in Ink. |
| Synopsis | 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. |
| Philosophie | 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. |
| Problème | 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. |
| Type de média | Télévision |
| Longueur | |
| Marché | Etats-Unis |
| Directeur de création | Linda Kaplan Thaler |
| Concepteur / rédacteur | Jill Danenberg |
| Concepteur / rédacteur | Robin Schwarz |
| Directeur artistique | Rob Snyder |
| Producteur, agence | Sharon Petro |
| Réalisateur | Ron Shaw |
| Directeur de la photo | Mark Moran |
| Musique | Fred Thaler |
| Maison de production | Macrose Music |
| Maison de production | Visual Concepts |
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- AGENCE:
- Publicis Kaplan Thaler