Ed-
It'd be kind of hard to explain in detail, but here's the general idea.
1. Some lady uses a Cricket to trim some flowers at a flower shop, then shown at home preparing a meal with her husband, Spyderco knives everywhere of course. The whole thing is voiced over.
2. Firemen on the job, employing the Rescue model, may also incorporate other LEO's (from what I can remember) Voiced over, basically touting Spyderco's dependable on-duty excellence.
3. Father and son camping, shows some different models being employed to cut twigs and string. Demonstrates ease of use, i.e. thumbhole and pocket clip.
Now I could be wrong on some of the details, it's been a while since I've watched them. That's the general idea, though. They are well done and portray the company in a positive light, really emphasizing real world functionality and convenience(sp?)of their products. The message I got as a loyal TV viewer was basically this: at home, work, or play, Spyderco knives are reliable, easy to use, and effective.
BTW- there is no content in any of the three commercials that might raise the eyebrows of the knife-unfriendly. Spyderco does an excellent job of showing the knives in a practical manner.
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