All fired up.

A Zippo lighter commercial without tobacco would have been unimaginable a few years ago. Cue this kinetic piece of work from Ogilvy New York that features nary a cigarette, cigar, or cigarillo; instead, the brand demonstrate other uses for Bradford, Pennsylvania's most famous export.

These include lighting a campfire; stopping a bullet in the Second World War; or, erm, making flaming arrows à la Ghost of Tsushima or Total War. Fire wardens must watch the latter though their fingers.

Though it's slickly edited with plenty of satisfying Zippo clicks throughout, one can't help but feel the brand are scrambling for younger customers. The tagline is 'Live With Confidence'—for many, life has little need for an ornate lighter.

Product Category: Tobacco

Territory: USA

All fired up.

by Andrew MacGregor

A Zippo lighter commercial without tobacco would have been unimaginable a few years ago. Cue this kinetic piece of work from Ogilvy New York that features nary a cigarette, cigar, or cigarillo; instead, the brand demonstrate other uses for Bradford, Pennsylvania's most famous export.

These include lighting a campfire; stopping a bullet in the Second World War; or, erm, making flaming arrows à la Ghost of Tsushima or Total War. Fire wardens must watch the latter though their fingers.

Though it's slickly edited with plenty of satisfying Zippo clicks throughout, one can't help but feel the brand are scrambling for younger customers. The tagline is 'Live With Confidence'—for many, life has little need for an ornate lighter.

Product Category: Tobacco

Territory: USA