I just got an e-mail from Buck with this ad in it...



I don't know what the gentleman in this ad is supposed to be doing with that knife, but when I saw it, the first thing that jumped into my mind was that he was a thug who was either about to slash the tires or cut the brake line.

I'm legitimately curious just what is going on with this advertisement... I mean, it's a guy crouched down in the dark next to a fancy motorcycle with his knife deployed and his face shaded out.

Attached Images

Unfortunate_Buckknives_Ad.jpg (23.8 KB, 682 views)

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Shooting Comfort is bilateral.

Email them back and ask what the deal is..... then let us know.

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NRA Endowment Member

I'd assume they're implying it's tough and ready for any task such as using it as tool on his motorcycle, but I agree it's a odd advertisement.

He’s going to use it as a screwdriver!

I concur with comments above. I copied the picture and sent them an email.

I think your first impression was right.

It's called "target marketing" where the company identifies a specific section of the available market that would be most likely to purchase the product. Once identified, the company pushes the product towards that specific group. Buck obviously is targeting thugs and gang members with this one...and it makes sense. This target group has lots of stolen discretionary funds that can be spent on drugs, firearms, and of course, Buck knives.

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Pack light and cinch tight.

I think he was just cutting a new piece of fuel line.

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Not in jail.

The ad got your attention so it worked…

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NRA Life Member

I've never really understood this sentiment...

Sure, it got my attention, but it doesn't make me the least bit interested in purchasing a Buck Deploy Series knife, so how did it work?

Getting your attention is only half of the equation, the other is compelling you to purchase the product, so if if only succeeds in the former, then didn't it in fact fail?

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Shooting Comfort is bilateral.

That’s a Kawasaki moto cross race bike; lime green, no kickstand. It’s way too new to need a fuel line and the rear brake assembly is on the right side of the bike.

I don’t get it either.

I will say this tho, quite a number of pick-up truck commercials on tv have a dirt bike in it. Some SUV commercials do as well. You wanna be cool? Get a dirt bike. < That’s the only possible connection I can com up with.

Come on, man...he ran over some baling twine and it's wrapped around, you know, the thing. He needs to quickly deploy his knife to do a tactical removal.

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I need ammo, not a ride.

You're casting aspersions on this man simply because of how things look. In reality, he's a off duty police officer defending himself while being attacked by a rogue dirt bike. Kawasakis, in particular, are known for their felonious tendencies.

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The best I can with what I got

That’s funny.

Looks like they have changed their marketing direction. The last, (new,) Buck knife I bought was probably 15 yrs ago. The paper that came in the box with the knife was full of scriptures. I thought I was kinda well versed but had to look one up just to see the relevancy with me buying a Buck knife.

Haven’t paid any attention lately but maybe they figured out how to sell their knives in todays kinda “different” society. 🤡

Jim

The full pic.

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Music/Sports/Beer fan

"I don't know what the gentleman in this ad is supposed to be doing with that knife, but when I saw it, the first thing that jumped into my mind was that he was a thug who was either about to slash the tires or cut the brake line." ~ Thread premise


The guy's working on his motorcycle using his knife as a tool, so he must be some sort of a lowlife criminal thug and maybe even a gun owner as well.

This thread most definitely reminds me of the Thematic Apperception Test.

Thematic Apperception Test | Psychology Concepts

Rarely do I get hooked by ads. Or perhaps I'm so susceptible, I not aware of it. But this ad is unlikely to make me run out an buy a Buck knife.

Some ad agency figured a knife being used in the dark is a good way to work on a bike. Go figure. A knife is quite possibly the last thing I'd choose in that situation. Knives have their uses; I carry two. A Swiss Army Knife and a Kershaw Link. Neither would be my first choice to work on a bike, or a car, or a . . . .

I passed right by that ad yesterday for another reason. My "betters" in this state won't allow me to have an automatic knife.

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Only a cold warrior

Two Things ...

1.) Don't overthink advertisements ... most make no sense and most seem to have been written by fools and idiots who don't seem to understand what people need / want .

2.) Do Not pay any attention to unsolicited advertisements .
You are not obligated to read E-Mails ... Don't Read unsolicited E-Mails or E-Mals you know are simply advertisments ... I trash 9 out of 10 because they are just ad's and notices .
You have to learn to ignore all the ad's that come across your eyes every day from all directions !

I don't know what buck is trying to do but I ain't buying it ...
That ad just doesn't look like it is something I would be interested in .
Buck needs a new Ad Agency ... this one Sucks Rocks !

And I'm a Knife Guy big time but this one ... no thanks , the ad itself is a turn off !
Gary

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Certified Cajun
NRA Member

I have a knife in my kitchen drawer that looks just like that one in the ad. It even has a red handle. And what's all the stuff on the ground - tools? It certainly is a strange ad. But I am not a knife freak. As long as it is capable of cutting, that is all I need any knife to do no matter who made it, what it looks like, how much it costs, or what their advertising says. I also have a fairly nice Buck hunting knife in my kitchen knife drawer and it works well for slicing vegetables.

Perhaps he is scraping dried dog poo off the foot peg. But seriously, it doesn't look like a tool I would use on that part on a motorcycle. Nor does it look like the conditions, place or lighting that I would work on a motorcycle. To me it looks like ad copy from someone that doesn't carry a knife or work on motorcycles very much. By the way, that motorcycle is way too clean. He apparently doesn't ride much either. LOL

What’s he holding in his left hand?

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Uvidíme se později, aligátore.

Let's shed a little more light onto the matter:

With all the time YOU had on the job- you KNOW he's not getting ready to slice an apple.

How but this chick?
There is a lot going on here. - Album on Imgur
be sure and turn on the volume. I think she was the bikers GF.

Looks like he's repairing a broken chain.

I was being a bit glib in my comment. But do I believe that you’re half right, but not seeing the overall objective. I’m not sure of the placement and context of the ad, I just see the image without any associated text. I’m assuming it’s a static print ad. That is one small piece of a larger overall marketing campaign.

There are various forms, and purposes in marketing execution. For example there are ads that are intended to motivate the consumer to take an action regarding a product or service, like our friend Mike Lindell’s annoying “My Pillow” ads. Usually there’s a ‘call now,’ or ‘enter a code for a great discounted offer,’ or similar… These ads are blatantly trying to sell you something now.

And there are ads that are intended solely for branding purposes, no call to action. Nothing required of the target consumer except to notice the brand and/or product. These are brand awareness ads, and they are valuable when they are noticed by the targeted consumer, not by convincing the consumer to take any action. Doesn’t matter much if the non-targeted consumer doesn’t like the ad, it’s not intended for them (although an added benefit if they do…). This brand awareness builds ‘equity’ in the mind of the target consumer. This is valuable for a variety of purposes such as re-enforcing that brands’ value and market position (for example makes people feel confident in their ongoing purchase and/or helps to inoculate against competitive messages), and they often have the added purpose of ‘softening’ the market for campaigns that will ask for the consumer to take action. Many companies spend big, big money on brand advertising. As an example, when was the last time you saw an ad for Apple, Nike, or Coca Cola asking you to make a purchase?

Given what I see with this Buck ad, I’m going to take a somewhat educated guess that Buck is looking to build/expand their brand/brand awareness beyond their traditional target market (mostly older fuddy guys, and hunters) by presenting themselves as a more modern, edgy brand that will appeal to a younger and more self-defense oriented buyer and market. I’m sure they’ve done some research, and looked at demos and related market size to justify this campaign.

Now, I’m not saying this is a great ad, or campaign for that matter, I’d need a lot more information to make that kind of assessment. I haven’t seen anything except for this image. Clearly, it’s not appealing to many on this forum, but something tells me they are trying to build/expand market beyond the typical demo found on this forum. Buck would most likely have a more traditional campaign and ads targeted to our demo. Even if they were promoting a new self defense product line, I’d think they’d use different images when targeting an older demo. But again, I doubt that they are targeting an older demo.

As for your question on how did the ad work, I’d say we’d be better off asking the 25-54 year old men (the demo would be more defined, but that is probably the general age/gender demo) that this ad was probably targeting…

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NRA Life Member

It's a picture that asks questions but doesn't answer any, and so it keeps you looking at it longer, with the Buck name in your face. I think it's a poor choice for a Buck ad.

I think his knit watch cap is covering up his bald head!

False advertising!

I want my money back!

I don't think he's holding anything in his left hand.

I keep wondering "Where is he?"
Looks like on a cement floor with a throw rug to put tools (guns?) on. Looks like the bike is on a really heavy duty stand.

Maybe he just got divorced and his wife sold all his tools so he has to sleep in his mother's garage and work on his bike with knives and guns? I'm out of ideas.

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You're shy a few manners.

It worked. You reposted it here and we're all talking about it. There is no bad publicity.

Definitely not their best ad. All I want to know is are they made in the USA? That should be a huge selling point for Buck.

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Ephesians 6 (Armor of God)

Apparently some guy loves his bike so much he stays up in the middle of the night to work on it in semi darkness.

Naw, he's just fixin' to stab the tire.

"Sometimes a cigar is just a cigar..."

John

Looks li’e he is sharpening his knife on the stand.
Larry

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Miss My Buddy crsides!!

If That is all that occupies your time. You have little to do. Forget and move on...Adds/commercials are mostly fake anyway.

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S&W Accumulator

You can't be real busy yourself, iffin you just read through 35 posts just to post response number 36...

That's a Kawasaki KX motocross bike. It has knobby tires. Us cheap ba$tards used to use a knife or hacksaw to cut new edges on worn out knobbies.

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'Merica!

Well, isn't Buck now in the hands of the 3rd generation?? 3rd generations are known for destroying once great companies.

Did you all not notice the stack of tools lying on the carpet?? I thought it was pretty clever, the socket wrench and hammer are on the carpet and he is resorting to his Buck to get the job done. Tunnel vision guys.

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Kind regards, Heinz