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A lot of people probably want to “flick their Bics” straight into the trash right now.

Bic, a company famous for its pens, lighters and other products, managed to piss off a good chunk of the planet with an advertisement in South Africa recently. On the nation’s Women’s Day, the folks with the company apparently thought it would be a good idea to draw up a post for social media that urged women to “think like a man.”

“Look like a girl, Act like a lady, Think like a man, Work like a boss,” the post said.

The statement obviously suggests that the way women think is somehow inferior to that of men, and therefore women should adopt the thought processes of the opposite sex if they wish to get ahead in the world.

To recap: Bic thought it was a good idea to post this advertisement. On National Women’s Day.

The message was posted with an image of a smiling female model on the company Facebook page on Sunday, the anniversary of a 1956 march led by women who were protesting South Africa’s white minority rule at the time.

Let’s see how it worked out for them!

 
It wasn’t long before Bic took the post down and apologized for “offending everybody.”
 

Hi everyone. Let’s start out by saying we’re incredibly sorry for offending everybody – that was never our intention,…

Posted by Bic South Africa on Tuesday, August 11, 2015

This isn’t the first time Bic has been accused of sexist advertising though. The company launched a pink and purple pen combo labelled “for her” with “a unique feminine style.” Ellen DeGeneres practically had a field day when she heard about them:

Bic South Africa, by the way, also advertised those pens on its Facebook page for National Women’s Day. Just remember to “think like a man” while you use them.

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