Zippo "Be Ready"

If people associate your product with indoor venues — smoky bars, say — introducing a line of outdoor goods is tricky. But Zippo rises to the occasion in this spot (via agency Brunner) for the new Zippo Outdoor line, which includes the likes of fire starters and hand warmers. The outdoor vistas here are lovely as we follow a solitary hiker on his trek through a mountainous landscape. But there’s also a touch of menace to the sky, with dark clouds scudding across it — despite the moment of overheard radio broadcast at the very beginning of the spot in which an announcer declares it to be “another beautiful day.”