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Pharrell Is Reviving Bic’s Tipp-Ex “Hunter Shoots Bear” Campaign For A Book For Some Reason

Now you can add 10,000 “Happy” references to Pharrell’s book.

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Do you remember the viral ad campaign for Bic’s Tipp-Ex line of white-out with the bear and the hunter? The choose-your-own-adventure style video in which viewers chose whether the hunter would shoot the bear, or white-out the line that says “shoot” and replace it with, say, “tickle” was a monster hit in 2010. Regardless of whether or not you remember it, though, here’s someone who does: Pharrell, who is revisiting both the theme of replacing whited-out text and the characters of the hunter and the bear for a “social book” called Inspiration.

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The book is a partnership between Pharrell and Bic/Tipp-Ex that will probably allow him to buy a bunch of new ridiculous hats. The hunter and the bear’s role in the campaign, created by Buzzman–and that is a strange set of words to type, let alone to read–is as the book’s “protector,” and a video released to promote the project shows that the bear has put Tipp-Ex on every page of the book to do so. From that weird set-up, readers can then fill in the blanks, hence the “social” part. The reader who correctly guesses all of the whited-out words will be credited in the printed edition, coming later this year. Just a word of warning, though–no matter how early you start, you will not be the first person to insert the word “happy” for every single blank space.

About the author

Dan Solomon lives in Austin with his wife and his dog. He's written about music for MTV and Spin, sports for Sports Illustrated, and pop culture for Vulture and the AV Club

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