Zippo had launched this print advertisement campaign strengthen its claim of producing real wind proof lighter. The campaign meekly attempts to show that when everything, despite the fact they are wind compatible except umbrella, has not the ability to resist the strong wind, the lighter efficiently works. The advertisements are showing while sail, kite and umbrella are struggling to cope up with the heavy blows of wind the lighter is working quite efficiently.
The campaign that has attempted a comparative approach to highlight the product benefit has miserably failed in its effort to do so. The presentation of the campaign is also not effective, unlike its previous campaigns. The text of the ad reads, ‘The original wind-proof lighter.’ The campaign was developed by Fortune Promoseven, Dubai, UAE.
Via Ads of the World