Here is an ad:
Go ahead. Read it again.
Wait... what? This actually took me a couple minutes to realize that this wasn't a company trying to protect some odd animal cause. In which case, they totally missed the mark. Not only is this just a dumb misspelling due to the lack of necessary elements, but they have skewed the focus to something completely away from what they actually do.
Some may argue that this was a brilliant advertising ploy to stir talk and conversation, but to be honest, not once (even at this point as I'm writing about this... I should've probably looked at that) taken note of what company this was or what they were trying to get across. All I saw was: Bi Lions. Again: wait... what?
On Consumerist.com, Mary Beth Quirk takes us through some ideas of what the intention of this ad really was. She quotes Laura Northrup who says, “It’s like someone got this idea and refused to let it go despite it not working with the actual periodic table.” I feel like this is probably a likely explanation because there's no way a team of people could overlook this. It had to be intentional.
Either way, bad move in my opinion. Even if it is generating talk, it's the wrong kind of talk that in no way even centers on their company. It's more like "Oh, did you see that dumbass company who misspelled billions?" I still have no idea what company it is or what they're selling... and at this point, I don't even care enough to find out.
Also, the general public seems to feel the same way. Quirk had a poll in addition to her article on the subject:
You should be happy to hear that I voted that this company actually wanted to save bisexual lions.
Basically, this company has effectively made themselves the butt of a huge joke. Thanks for the laugh, whatever-company-is-this-dumb.