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?
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…
