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29-JUN-2024 | Zippo’s “35 Years” Ad

Author

Dan Bogachek
June 29, 2024

Zippo’s “35 Years” Ad

The $3.95 Zippo.

Give it a quick try.

Say… 35 years.

You probably don’t expect anything that costs $3.95 to last very long.

That’s why your Zippo lighter may just plain astonish you over the years.

We built it like a bulldozer — to work generation after generation.

Quite a few of our first Zippo lighters celebrated their 35th birthday last year.

They’re still working.

Other Zippo lighters have been dropped accidentally by parachutists — or smacked by everything from tractors to moving fans.

And they are still working!

So don’t be afraid to give your new Zipoo a rugged “tryout” during the next 35 years.

That’s only the beginning.

Give the windproof Zippo — it works or we fix it free.

I’m a fan of dashes. Nicely peppered in here.

Also love the bounce between long and short.

A motif: “They’re still working.” → “And they are still working!” → “That’s only the beginning.”

The hook is specific. 35 years. The reaction: “How, 35? What’s all this other text got to do with 35 years?”

Zippos are indeed built like tanks. And since Zippo has the track record to back it — they can rightfully smirk.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].