Today's popular emotive docu-style ad doesn't automatically lend itself to a stationery brand, but Bic has managed to get a good grip on the genre in this film from Brazil.

The brand, and agency Y&R Sao Paulo, surprised a room full parents of fourth graders who were taking a school test, when they presented them with the same test paper. The parents and kids then compare scores, and while some of the kids do better than their moms and dads, that's not really the point. Its emotional resonance comes from the parents and children talking about how they learned things together -- for example the dad who cut up pizzas to demonstrate fractions.

The aim of the campaign is to show the importance of parental involvement in children's development. It's a good message for the brand, and the thoughtfully-made film will strike a chord with most parents.