Ed Stafford, British explorer and outdoor enthusiast, digs a snow bunker as a means of escaping an avalanche in S02E06 of his famous television series, Marooned. This campaign targets resourceful men who tap into their ‘inner MacGyver’ to tackle a problem, no matter how big or small, they will always expect their Zippo to do the trick.
This double page spread finds Bear Grylls, Man vs. Wild S02E02 taking shelter in the carcass of a dead camel in the middle of the desert, during a sandstorm. Zippo’s unique selling proposition is that it is windproof. By juxtaposing Bear Grylls taking shelter in extreme conditions while he exposes his ‘weapon of choice’ to the harsh elements, Zippo becomes ‘a light’ that one can rely on- even in the severest of conditions.
EJ Snyder features on Naked and Afraid, S01 where he gets caught in a storm at sea. The television show allows survivalists to select one item to bring with them, a weapon of their choice. Man being stripped of everything bar one tool, EJ lets his Zippo guide him through the harshness of the deep sea. A light which he can rely on and will survive against whatever the odds.
