Be Flex - BIC | Clapboard Ad Archive

Be Flex is a 2018 film campaign from BIC, created by Hungry and Foolish for the Office Equipment category, that uses a striking visual metaphor to translate the razor’s precision and flexibility into a dynamic artistic expression. The commercial employs a split-screen format to stage a dance battle between a razor user and a dancer, with the dancer perfectly mirroring every move of the razor user, turning the brand’s USP of best shaving performance into a fluid performance of skill and control. This approach belongs to what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit—where the product’s core advantage is represented through symbolic, exaggerated visuals rather than literal demonstration. By equating the smoothness and agility of BIC’s razors with the rhythmic grace and flawless synchronization of dance, the campaign elevates the brand beyond functional attributes to a sensorial and emotional plane, making the promise of superior shaving tangible through movement and rhythm. This universal language of dance resonates across diverse European markets, enabling a culturally fluid communication that strengthens brand recall while reinforcing BIC’s identity as a brand that offers precision and reliability. The campaign’s single, memorable media asset is crafted with sharp creative direction that avoids clichés, instead using choreography to embody the razor’s flexibility and control in a way that’s both unexpected and memorable. Hungry and Foolish’s creative decision to personify the shaving experience as a dance battle sidesteps traditional product demonstration, inviting viewers to engage with the brand on a more imaginative level. This nuanced storytelling signals a shift in consumer durables advertising, where emotional and sensory engagement gains parity with technical claims. The campaign earns 63/100 in Clapboard’s global creative archive. Be Flex matters because it demonstrates how office equipment advertising can break free from functional convention by using cultural forms like dance to visualize product benefits in a way that appeals to both reason and feeling.