The Globe and Mail reported that Bic Canada received 48 complaint emails within 48 hours of the spot's first airing.
Most of those messages mentioned that the viewers were offended by the racial tone of the ads. Complaints included descriptions of the ad as being “racist,” “insensitive” and “tasteless.”
For their part, Bic Canada says the "Bictator" is speaking an invented language.
Bic should have made him an American! No complaints would have been sent.
Ad agency: cp+b.