BSSP Launches New Gel Liner Pen for Benefit

By Erik Oster 

Sausalito, California-based agency BSSP teamed up with production company Biscuit in a new campaign launching Benefit Cosmetic’s new “They’re Real! Push-up Gel Liner Pen.”

In the 60-second spot, a diamond thief is caught by police. While in the back of the car on her way to the station she maneuvers her hands inside her cuffs, thinks about reaching for a bobby pin in her bag (which the cops have conveniently left right next to her), and instead reaches for her gel liner so she can look fab in her mugshot. There’s no indication of whether she’ll be able to take her cosmetics with her into her cell.


“The Benefit make-up brand has an edge. Its personality is a little bit feisty, so for its first-ever broadcast campaign we thought we could have fun and tell a story that connects with the Benefit consumer in a playful way,” explained Steve Mapp, creative director at BSSP.

“This spot has the feel of a cinema trailer – a true testament to the influence of director Noam Murro and a fantastic idea by BSSP,” said Hannah Malot, creative director of Benefit. “We think it will have enormous appeal around the world and will be shared and liked by our global audience through social media and word of mouth. The product is a true innovation in the marketplace.”

The spot “inspired Benefit to create a series of in-store displays, postcards and print ads that feature the jewel thief in handcuffs, applying the gel liner,” which will be available this summer. Stick around for partial credits after the jump.


Agency: BSSP                                                                                                                                                                                                                                                                                 Creative Director: Steve Mapp
Production Company: Biscuit                                                                                                                                                                                                                                                      Director: Noam Murro
Client:  Benefit