Zippo has a natural way into Valentine’s Day, given the flame at the center of its product. But this year, it’s leveraging that in a fun, unexpected way—by focusing not on happy couples in love but on glum couples whose flame has gone out.

Print and video ads show awkward meals, where our doomed partners are sitting silently. “With a lifetime guarantee, there’s one flame that’s sure to last,” says the copy.

In a season full of romantic imagery, it’s an approach that stands out nicely—and will be particularly appreciated by those not in a relationship, whose own relationship has source, or who just feel the Valentine’s Day hype to be oppressive.

“The work stands out from the overly sentimental Valentine’s Day ads we always see. We instead wanted to do something with a little wink, grit and edge—just like the brand itself,” said Jon Wagner, executive creative director at Ogilvy.

The print ads are running in the college newspaper of the University of Dallas, which Ogilvy discovered is statistically the happiest college in the country. The 15-second spots are running as in-stream video ads on YouTube.

“Valentine’s Day is a big gifting holiday,” said Lucas Johnson, associate VP of global marketing at Zippo. “For Zippo, this campaign was an opportunity to playfully remind people of our lifetime guarantee, and suggest giving a gift that lasts.”