The concept for this commercial evolves around a family of three who have found such joy in communication through writing with their new toy - the Pilot Pen V-Grip - that they have decided to give their flappers a rest and rely on writing instead. A barrage of stick-notes with blatant messages gets plastered throughout the 30 second fully animated TVC, with the kid commenting on a message at the end of the commercial that 'it's a pity the nagging never stops' even when Mum has picked up the new habit of writing!
Mediafreaks designed the characters to look quite different with a perpetual side view. The pace of the commercial was comfortable and had an upbeat tempo to it. The setting of the house was modernistic and the look and feel of the entire commercial had a bit of the French appeal.