BiC is probably still best known for its cheap but durable biros. But there”s much more to the company than that, something it attempts to demonstrate in its latest TV ad.

The ad was written by Paul Kemp and directed by Th2ng’;s Andy Blackburn. It runs from June until September.

It is the first piece of work from Forever Beta, which won the BiC brief in a three-way pitch last March. It depicts a young girl looking for felt tip pens around her house. Having located them in various unusual places, she then uses the pens to draw all over her mother”s wedding dress. At this point, BiC might seem like the enemy of the piece. But the pens in questions are all Washable Felt Tips. Phew.

Aside from showcasing the product, the ad also introduces the brand”s new strapline “quality inspires creativity” – which is a million miles from the workplace commodity persona you might associate with BiC”s black and blue biros.

Explaining the style and positioning of the ad, Yolande De Trogoff, head of marketing BiC UK & Ireland, said: “Forever Beta has produced a charming, emotive campaign to dramatise the fact our pens are washable. The positioning for BiC Kids is a well thought through strategic positioning for us as a brand. It (shows) our products are of high quality and inspire young children to be creative with our range.”