The video shows a close-up of a black Clipper lighter on a gray surface. The lighter has a sticker on it that says "IN CASE OF FIRE" in red letters, and below that is a graphic of a person exiting a building down stairs, and flames. Underneath the graphic, it reads, "EXIT BUILDING BEFORE POSTING ON SOCIAL MEDIA" in white letters. The text "CLIPPER reusable" is visible at the top of the lighter. The video is shot from a slightly elevated angle. The camera moves slightly, adjusting the focus on the lighter.