Relationships Need Flames in Zippo's New Campaign

Relationships Need Flames in Zippo's New Campaign

News by Roberto Orosa
Published: February 15, 2024

Zippo's Valentine's Day campaign takes an unexpected direction by showing what happens when relationships lose their flame. 

In a series of print ads and video spots released by the lighter brand, couples sit across each other, seemingly uninterested over their dinner date. 

However, while romance may fizzle out, Zippo makes a promise with its lifetime guarantee, "There's one flame that's sure to last." 

Made in tandem with creative agency Ogilvy, Zippo's latest campaign is a refreshing spin on Valentine's Day.

Ogilvy Executive Creative Director Jon Wagner doubles down on this sentiment.

“The work stands out from the overly sentimental Valentine’s Day ads we always see. We instead wanted to do something with a little wink, grit and edge — just like the brand itself,” he explained. 

Meanwhile, Zippo's Associate VP of Global Marketing Lucas Johnson acknowledged Valentine's Day as a "big gifting holiday."

“For Zippo, this campaign was an opportunity to playfully remind people of our lifetime guarantee, and suggest giving a gift that lasts," he adds.

Zippo's 15-second commercials will be broadcasted as in-stream video ads on YouTube. Its print ads will run in the University of Dallas college newspaper, which is statistically the happiest college in the nation, according to Ogilvy.

Editing by Katherine 'Makkie' Maclang

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