The Zippo That Outlasted the Rain (and Time)
This old Zippo ad is a masterclass in selling through storytelling. One image, one story, one unbreakable promise.
Marketing Analysis
Instead of shouting “buy this lighter,” Zippo tells the story of Coach Lou Little using his lighter in a soggy 1934 Rose Bowl game—and it still works decades later. That’s a proof story, not a sales pitch.
Why It Works
Story over specs: Real human story beats technical details.
Proof of durability: Demonstrates quality through time, not claims.
Emotional anchor: Taps nostalgia, trust, and pride.
Guarantee backs the story: “If it ever fails, we’ll fix it free” seals the deal.
Examples
Maytag “dependability” stories from service techs.
Volvo ads showing decades-old cars still on the road.
Patagonia highlighting customers repairing old gear.
Creative Variations
Hand-drawn pen style
Classic 1950s print ad
Futuristic style
Funny style