"Waxophone"

28 April 2026

30s

Light my fire.

The humble saxophone becomes a waxophone in this zany spot for Bic lighters that's too late for Valentine’s Day but still deserves some love. As a couple face yet another passionless night together (at least she’s got a Mills & Boon novel to help pass the time), the man of the house opts to light a candle… and let his jazzy alter ego come out to play.

The fantasy sequence that follows has the look and feel of a 1980s music video recovered from a vault and remastered by director John Grammatico. At the heart of the homage is the waxophone—a memorable prop that reminds viewers to never underestimate the power of candles. Light them with a Bic, the brand says, and viewers may get more than they bargained for.

USA

Household General