I love Swiss Army Knives but their advertising is pretty funny

eveled said:
Where is this pristine beach I can park on that nobody else uses?
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That really is an '80's van, isn't it? Maybe they dredged it out of the lake. That's what we don't see. The hero is hunched over the skull of the ancient crocodile that he had to defeat in order to fish out the sacred camper, under the blessed gaze of the giant sky knife. The chariot, now restored, has delivered the child of prophecy, who gathers the pillars of corrupt nations for the pyre as they prepare to usher in a new order. Behold! the guiding might of proprietary steel!

I may be reading too much into it.
 
vjb.knife said:
I got this picture in an email pushing Swiss Army Knives for camping. How well do you think this is going to work out for this dufus? The people in this ad and the ones setting up this shot have never spent a day in the wilderness in their lives, much less used an SAK for any task.

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Man discovers the lever and fulcrum circa 5000BC colorized
 
edgelion said:
That really is an '80's van, isn't it? Maybe they dredged it out of the lake. That's what we don't see. The hero is hunched over the skull of the ancient crocodile that he had to defeat in order to fish out the sacred camper, under the blessed gaze of the giant sky knife. The chariot, now restored, has delivered the child of prophecy, who gathers the pillars of corrupt nations for the pyre as they prepare to usher in a new order. Behold! the guiding might of proprietary steel!

I may be reading too much into it.
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That's the new VW camper.

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MacGyver would be appalled. The SAK saw does work pretty well, though. A buddy of mine used his to cut firewood for several days when he got stranded on an island in the upper Skeena River in northern BC after he flipped his raft on a haystack. He later said it was remarkable how much firewood you could cut when you had nothing else to do until the rescue chopper showed up.
 
Wait... He's not just an inexperienced photo advertising model, he really is an accomplished outdoorsman. He just doesn't have his mind on his work, his mind is on that brunette with the red shoes. Look - he's smiling.
 
I think YouTube has convinced many that the only way to cut wood is with Batoning and that you need to carry equipment with you so as to survive for a year any time you step outside.

I would expect that for a Hike in a semi-public area you may not need more than a single blade knife, if that.
 
99% of the people buying a SAK won't see the issue, and that's completely fine.
If he messes up the saw (that actually works very well), he'll spent another 25 bucks and gets a new camper.

My mom was an avid mushroom picker with lots of expertise, and she went through maybe 10 to 20 SAKs, that she either lost or broke or abused.
She did not care about the knives but they were the right tool for the job and easily replaceable.
 
Nothing in an advertising photo is by accident. Lots of subliminal messaging going on here. One guy, two ladies, that smirk on his face, what's that in his left hand?
 
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