Description
This ad drops you right into a dinner date that’s gone flatter than day-old soda. The couple looks like they’ve run out of things to say sometime back in 2016. No spark, no chemistry, just two people silently pushing lettuce around their plates. And then, in the middle of all that lifeless energy, the man casually flicks his lighter… and that’s the only flame still burning. Not the romance. Not the mood. Just the lighter, glowing confidently like, “Yeah, I’m built to last.”
The joke lands instantly: their relationship might be fizzling out, but this lighter? It’s not going anywhere. The lifetime guarantee becomes the punchline, the plot twist, and the product hook all at once.
How This Works:
The magic here is in the contrast. People naturally spot what feels out of place, and here the only thing alive in the scene is the product. That’s visual irony doing its job. By letting the relationship fall apart quietly in the background, the ad doesn’t tell you the lighter is dependable, it shows you in the funniest, most painfully relatable way. Almost everyone’s been on a date like this, which makes the message land even harder.
How You Can Reuse It:
Find a familiar moment, awkward dates, annoying lines, small failures, tiny heartbreaks, and let your product be the one thing that doesn’t disappoint. Exaggerate the chaos or the dullness around it, then let the product shine by simply working as it should. You’re not selling features; you’re selling relief, recognition, and a knowing smile. That’s how you get people to not just notice your product, but remember it.
