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Pilot Pen Snares Top Honors in Ad Competition
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Business New Haven
4/15/2002
By: Susan Cornell
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TRUMBULL - The Pilot Pen Corp. of America won a first-place international award for its 2001 television campaign, announced director of marketing Robert Silberman.
The 30-second “Baby” television commercial captured the first-place Mobius award in the office supplies category, according to Silberman. The Modius Advertising Awards, founded in 1971, is an international competition for television, radio and print advertising as well as package design.
Entries were judged for creativity and effectiveness in communicating the advertising message. “Baby” features a mother sitting on a park bench writing with a Pilot G2 pen. Her baby is in a carriage. A woman seated next to the mother coos over the baby. “Look what you have; I wish I had one,” the woman says, ostensibly of the baby. The mother answers, “Well, take this one. I've got 11 more at home. One in every color.”
The startled woman asks, “Are you sure your husband won't mind?” The mother lowers her voice and whispers, “They're not even his.” While the announcer describes Pilot's G2 gel ink pens, the mother says, “I keep one in every room in case I lose one.” The woman, shocked, says “Oh, my goodness.” At the end of the commercial, the confusion gets cleared up.
“Pilot's G2 is the nation's best-selling gel ink pen,” crows Silberman. “This commercial was a fun and entertaining way to emphasize how many colors they come in.”
The spot, which aired during July and August on major networks and cable networks, was created by ad agency Kaplan Thaler Group of New York and produced by Visual Concepts of Bloomfield.
Pilot Pen's sales reached $191 million in 2001. The company makes more than 100 types of pens, fountain pens, mechanical pencils, markers and styluses. Pilot Pen is also the title sponsor of Pilot Pen Tennis, a USTA Event.
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