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In search of a younger audience, Zippo Manufacturing Co. is advertising its lighters on MTV, Comedy Central and radio. Shock-jock Howard Stern reads the ad copy.
TV is new for Zippo, which has focused on print ads in the past. Still, print remains part of the new campaign from Pittsburgh-based Ketchum Advertising, which focuses less on the product and more on the 20-somethings Zippo hopes to reach.
Four TV spots tagged “Use it to start something,” which broke last week, feature a young guy with long sideburns who drives a 1947 Chrysler to unusual places.
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