Zippo Pulls the Eco-Guilt Card

Zippo wises up to its cachet as a potentially "green" product with a brusque new slogan: "Disposable. Just another word for garbage."

On print and banner ads alike, this profundity is flanked by images of dirty disposable lighters, piled up in junkyards. See trash cube, earthbound briquets and three-part display ad.

Creatively, the latter is a disappointing downgrade from this naughty beast. But it gets the point across, and display's cheap these days anyway, so we can't hate with much conviction.

Expect to see the prints in trade pubs, at convenient stores and your local tobacconist. By Brunner/Pittsburgh.