IE 11 is not supported. For an optimal experience visit our site on another browser.

Bic South Africa apologizes for 'sexist' ad following #BicFail outrage

Pen company Bic South Africa released what it thought would be seen as an empowering ad in honor of the country's National Women's Day.
/ Source: TODAY

Talk about a #EpicFail. The pen company Bic South Africa released what they thought would be perceived as an empowering ad on its Facebook and Twitter pages earlier this week, in honor of the country’s National Women’s Day.

'Look like a girl … think like a man': Bic causes outrage on national women's day@guardian/Twitter

The ad, which has since been pulled, featured a woman in a business suit smiling confidently. The text on the ad read, “Look like a girl. Act like a lady. Think like a man. Work like a boss.”

RELATED: Target under fire for 'Trophy' T-shirts that critics consider 'sexist'

Ouch. The ad basically took the whole point of feminism — the idea that women and men are equal — and squashed it. What’s more, it blatantly suggests that women have no right being simply, well, women, if they want to succeed on virtually any level.

Both women and men were insulted by the ad, and took to Twitter to call out the company out on what has been dubbed its #BicFail.

One tweeter even asked if this ad wasn’t an attack on Bic by a competing company — that’s how egregiously offensive it was.

Bic yanked the ad down and issued the following apology on its Facebook page:

And one on its Twitter account:

When asked for a statement, Bic South Africa referred TODAY to the apology it issued on Twitter, adding that it had no further comment.

RELATED: New Jersey high school students stage protest against 'sexist' dress code

The apology has been favorite and retweeted, indicating acceptance by some. But once you put something on the Internet, you can’t just make it go away, and Twitter is still ablaze with fiery attacks on Bic, with some people demanding that the PR firm and/or marketing agency that created the ad be fired.

Looks like this is one of those pen marks that the company wishes it could erase.