Bic was already known for indestructible pens; ads showed them withstanding flames. But when the product was a flame—the disposable lighter—Bic took a different tack, with a series of comic spots highlighting Superfly fashion. "Flick your Bic" was the slogan; instant gratification the sexy subtext. In one spot, a woman declares, "Myron and I have a liberated marriage. I flick his Bic as often as he flicks mine." Racy stuff from a racier time.