"The amazing story of a Zippo that worked after being taken from the belly of a fish."
Ogilvy references this ad in his book "Ogilvy on Advertising" as an example of using storytelling in an advertisement & what a fantastic story it is, particularly...View More
since Zippo's unique selling proposition was that "no matter how old or in what condition your lighter is in, Zippo will fix it for you". Ogilvy positioned them brilliantly as the lighter that lasts forever & this story was a brilliant demonstration of that positioning. Their strong guarantee helped justify their higher priced lighters which priced as high as $175 at the time for the 14K gold edition.
