Since the dawn of mankind, wielding fire has been a critical element of our ability to evolve as a species. Along with an inherent sense of power and freedom, Zippo’s new brand film “Live with Confidence” plays upon the importance that reliably producing a flame means to human beings. The slogan “live with confidence” cleverly pays homage to the company’s lifetime guarantee. Even though we can’t remember the last time we saw an ad from Zippo, this effort made us stop and take notice. It also made us want to take up archery and jump a motorbike through some flaming hoops.