Advertisement

Client: Kingsford Matchlight Charcoal

Headline: THE SELF-SUSTAINING EXOTHERMIC OXIDATION OF COMBUSTIBLE GASSES IN EVERY ITTY-BITTY BRIQUETTE.

Body: There's a lot of science packed into our charcoal. But all you care about is getting that fire going so you can grill up the juiciest steak you've ever had. Kingsford Matchlight charcoal lights instantly. That way you don't have to douse the thing with lighter fluid. All it takes is one strike.

About: I created this ad to promote Kingsford's Matchlight Charcoal Brand, which lights without having to use lighter fluid. The target audience was men age 18 - 45 who like to barbecue, but don't like too much trouble. The campaign plays up the complicated scientific element that makes the charcoal light so easily.