Appealing To Knife Enthusiasts Is A Real Knife Fight

KA-BAR, whose famed Fighting Utility Knife was carried by the US Marine Corps in WWII, has released its first ad campaign in the company’s 125 year-old history.

Directed by Joshua Frankel through Charleston-based Rawle Murdy the three-spot campaign features testimonials brought to life in the form of animated tattoos.

KA-BAR approached Rawle Murdy to expand the brand beyond its core military base and appeal to hunters, fishermen and outdoorsmen. The agency spent months talking to KA-BAR owners, and soon discovered they never shied away from adversity.

“They actually welcome the challenge,” says West Herford, Director of Consumer Insights and Brand Planning at Rawle Murdy. “It’s the mindset of a true KA-BAR owner.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.