New ZT Marketing video

Discussion in 'General Knife Discussion' started by Silent H, Jan 2, 2020.

  1. jstn

    jstn Gold Member Gold Member

    Jun 27, 2012
    And yeah, it was a pretty weird promo. So many oddly juxtaposed images: a man with a gun; cut to a man playing guitar; cut to a dude walking up to his helicopter. What?
  2. not2sharp

    not2sharp Gold Member Gold Member

    Jun 29, 1999
    I didn’t like the spot. The quality is good, but there was nothing in there that speaks to the product or differentiated the ZT brand.
    eon blue apocalypse likes this.
  3. bflying

    bflying Gold Member Gold Member

    Mar 4, 2014
    The next video will be filmed entirely at Burning Man. Will be a camera following a day in the life of a man wearing nothing but a ZT.
    WValtakis, Twinsdad and onionfan like this.
  4. onionfan


    Nov 29, 2008
    Maybe they hired the James Brand's marketing director?:p
    jwh720 likes this.
  5. not2sharp

    not2sharp Gold Member Gold Member

    Jun 29, 1999
    It is a shame that Kershaw runs so well while ZT has all but gone extinct. The sub-division is in serious need of a new brand manager. What are they trying to do, cut into their sister brand’s market or continue to build on the trend setting production quality levels that originally established the brand. Releasing 3-4 platforms a year while retweaking the finish on earlier products is hardly something worthy of a story.

  6. cbrstar

    cbrstar Gold Member Gold Member

    Sep 7, 2015

    Spyderco didn't do much better today.
    Lance Leon and Murphjd25 like this.
  7. BellaBlades

    BellaBlades Gold Member Gold Member

    Jul 12, 2013
    Thats pretty funny too. However, Sal Did name the company after "Spider sports cars"
    Last edited: Jan 3, 2020
    cbrstar likes this.
  8. onionfan


    Nov 29, 2008
    Is that a Lotus? I'm not an expert on cars I can't afford. But if it is, Sal has said he is a Lotus fan several times over the years. And his knives kind of mirror that. Lightweight, high performance.
  9. BMCGear

    BMCGear Gold Member Gold Member

    Jan 4, 2014
    Yes, "Spider" cars were always viewed as high performance models leading him to name his company after them because he wanted to make high performance cutlery.

    The ZT video didn't make me cringe but it also didn't make me want a ZT. It seemed disjointed.
  10. Chronovore

    Chronovore Basic Member Basic Member

    Aug 29, 2019
    I'm surprised to see so many people dumping so hard on this. You know, somebody worked hard on that commercial. As I explained previously, they did a good job for the type of commercial that it is. It captures what I think they were setting out to capture. It sells the brand in a way that should appeal to a variety of younger men who might not necessarily be "knife guys".

    The market is a big place. Think about all the brick-and-mortar budget guys out there. We might not always relate to the people buying their knives from the counter at Dick's or Walmart, but they're a significant part of Kershaw's business. That crowd is big enough that brands like Kershaw or CRKT can keep selling 8Cr13Mov despite so many better steel choices being available at similar prices online. While I don't think that's a good thing, it speaks to the fact of a larger market. With all the different kinds of customers or potential customers out there, the job of an advertiser is to reach them.

    Who knows? Maybe that 20-something rising star in middle management will compliment his new watch or whatever with a ZT. Maybe someone inspired to buy a ZT based on this ad will eventually become a "knife guy".
    Lance Leon likes this.
  11. cbrstar

    cbrstar Gold Member Gold Member

    Sep 7, 2015
    Spyder used to be slang for a two seat convertible, and at least we know the car is a convertible! :D

    I can't help but think this video is aimed at people like Nick Shabazz, but if he also liked guns. But re-watching it I agree, it's like they took stock footage from other commercials and combined it with not much direction. Gonna show a motorcycle, why not show doing a repair or cutting a strap? Shooting guns, why not show clearing a jam? Luxury watch lifestyle...Maybe show using a ZT to spread caviar on a yacht surrounded by models?

    Ever since last year when a certain knife company made a political statement about guns. I've noticed that I've seen other companies try to show they support guns by including them more and more in their pics and ads. I think this ad is no exception.
  12. not2sharp

    not2sharp Gold Member Gold Member

    Jun 29, 1999
    Non-knife guys rarely pull $200-300 out of their pocket to buy a premium production knife, nor do you find ZT knives at the local Targets or Walmart. It is a weak ad put together by someone with no knowledge of the business. We are left with the impression that the producer of this thing does not know why knives are carried, how they might be useful, what makes a quality knife or why we should consider ZT products.

    bflying likes this.
  13. Standard78

    Standard78 Gold Member Gold Member

    Jun 25, 2015
    jux t, jwh720, craytab and 1 other person like this.
  14. 90grains

    90grains Basic Member Basic Member

    Sep 20, 2011
    Want a new knife - Check
    Used to Fly Helicopters - Check
    Lifestyle of the Rich & Famous - Fail

    I was considering a ZT, but as an older retired guy this commercial does ZERO to entice me to spend my money on their product. I already own a ZT and none of their current offerings are an enhancement to what I already have. ZT has really only changed the style and eye candy aspects of their line.

    To me they are just appealing to a different demographic and between the video of blue collar workers and then the rich with lavish lifestyles WHO are they really trying to target? Rhetorical, but I would say those with money.

    Watching reviews of ZT product from a year ago today's prices seem to be about 10 to 15% higher. Though out of my price range and Chinese made, Reate seems to offer greater prestige from a eye candy perspective.
    Standard78 likes this.
  15. shunsui

    shunsui Gold Member Gold Member

    Aug 12, 2008
    The ZT video inspires you to buy things, just not ZT knives.

    A swing and a miss. The money could have been better spent.
    Standard78 likes this.
  16. Blues Bender

    Blues Bender Gold Member Gold Member

    Feb 27, 2014
    This post is almost as comical as the video:D
  17. Makael

    Makael Platinum Member Platinum Member

    Oct 17, 2015
    Did you miss all of the construction part of the video?
  18. Blues Bender

    Blues Bender Gold Member Gold Member

    Feb 27, 2014
    Where were they using a ZT?
  19. slyraven


    Feb 19, 2019
    I think more poor people who save up for a nice quality knife buy zt more then rich people who will probably want something more prestigious like marifone or begg. If money was no limit I'd surely buy those, not a spyderco or zt. IF that is, its about prestige.
  20. Korean Hog

    Korean Hog Gold Member Gold Member

    Mar 12, 2017
    This kind of commercial sells just about everything else so why not.
    Easily could've been a car, cologne, or alcohol advert to name a few.
    Lance Leon likes this.

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