How Montana Knife Company Advertises on Meta

# Ad summary This ad promotes a truck giveaway by Montana Knife Company. The ad features two men from the brand announcing the giveaway and then making a call to the winner. # Brand positioning Montana Knife Company is presented as a company that cares about its customers and rewards them with high-value giveaways like a brand new, fully equipped truck. The brand aligns with an outdoorsy, adventurous lifestyle and promotes values of community, loyalty, and excitement. It ignores category norms by offering such a high-value prize beyond its core product line, positioning itself as a generous brand that values its customers above all else. The brand positioning is emotional, creating excitement and a sense of gratitude. # Product The product featured in the ad is a truck, specifically a Chevrolet Silverado, which is offered as part of a Montana Knife Company giveaway. The truck is fully equipped for outdoor adventures, including a Go Fast camper, Leupold gear, a YETI cooler, and Rough Country accessories. It is presented as a prize for one lucky customer. The ad addresses the purchase barrier of cost by offering the truck and all its accessories as a free giveaway, worth trying to enter to win the products. # Visual style The ad's overall aesthetic is a hybrid between polished and authentic, using natural lighting and locations. It aims for a UGC feel while still maintaining a polished commercial look. The editing style includes a mix of quick cuts and static shots, supporting a medium pacing of approximately 15 cuts per minute. Some cuts and product actions are timed to music beats or voiceover lines. # Hooks Spoken: That's actually gonna make it super handy for you to come over here and get your brand new truck that you just won. Text overlay: TRUCK GIVEAWAY ANNOUNCED! Visual: 00:00–00:05 Inside a room with dark wood paneling and a stainless steel refrigerator, a man stands wearing a black hoodie and black baseball cap with a small, orange mountain logo on the front. At the bottom of the frame is a black rectangle with white text that reads, "TRUCK GIVEAWAY ANNOUNCED!" The camera is at chest level, is stationary, and focuses on the man as he speaks. # Funnel stage Top of funnel (Awareness) # Pain points The ad clearly communicates the expense of a brand new fully upgraded Chevrolet truck. # Value propositions - Montana Knife Company is giving away a free truck with many name-brand accessories. # Benefits - New truck - The chance to win - Free product # Features - Chevrolet truck - Go Fast camper - Leupold gear - Yeti cooler - Rough Country accessories - Hoyt bow - Baja lights # Call to action None used. # Point of view - Customer 5% – The customer's POV is communicated through their voice during the phone call, which conveys surprise and gratitude. - Brand 95% – The brand's POV is communicated through the two employees and all the events happening on screen. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a man inside a building stating that it will be super handy for the customer to come over and get their brand new truck that they just won. This conveys excitement and anticipation, framing the ad from the brand's perspective as they prepare to give away the truck, and setting a tone of generosity and celebration. - 00:05–00:07 00:05–00:07 A shot of the fully equipped truck in a snowy forest is shown. The visual reinforces the value of the prize and hints at the lifestyle it enables. - 00:07–00:16 00:07–00:16 A man outside in a field with a highway in the background states that he just spent an hour and a half compiling all of the truck giveaway entries into one master excel file. This is from the perspective of a member of the brand, showing the process behind the giveaway and building trust through transparency. - 00:16–00:20 00:16–00:20 A quick flash of the truck driving through the snow is shown again. The visual continues to highlight the value of the giveaway truck. - 00:20–00:38 00:20–00:38 The man outside continues by stating that someone has really good odds of winning a brand new truck today. He states that he will grab his back pack and meet up with Josh to pick a random winner and call them today. This aims to convey a sense of excitement and the message that someone is going to win, building anticipation and maintaining a hopeful tone. - 00:38–00:47 00:38–00:47 A man inside a building states that they are going to give the truck away right now and that he hopes someone wins it that they know. The second man then states that they compiled all the entries into one master excel file and will use a google random number generator to pick the winner. This continues to build excitement and transparency, letting the customer know how the brand is picking the winner. - 00:47–00:57 00:47–00:57 The first man states that the odds are 1 in 300,000 to win the truck. He states that he hopes one of his good buddies wins as much as he wants them to win, that he hopes that they are one off, so he can troll them. This conveys a fun, humorous tone. - 00:57–01:12 00:57–01:12 The google random number generator is shown. A man clicks generate and the number appears on the screen. This continues to show the brand's transparent process of picking the winner. - 01:12–01:28 01:12–01:28 The spreadsheet is shown and the name Kevin Powell is called out as the winner. The man states that the next step is to call Kevin. This builds anticipation and excitement. - 01:28–01:57 01:28–01:57 As they are about to call Kevin, the man states, "What are the odds that someone was actually in Montana?" It turns out that the area code is not a Montana area code and is from Beaverton, Oregon, so one of the men jokingly concludes that the winner is basically an employee. These lines are meant to be humorous and build camaraderie. - 01:57–02:57 01:57–02:57 The man makes a call to Kevin Powell and states that this is Brandon from Montana Knife Company, stating that if he was him, he would return the call as fast as possible. The man hands the phone to Josh who tells Kevin that he is the big winner of the truck giveaway. This continues to convey excitement and to deliver the good news of the win to the customer. - 02:57–03:27 02:57–03:27 Over the phone, Kevin replies that he is kidding. Josh then states that he is the big winner of the truck giveaway, and then proceeds to tell Kevin everything that comes with the giveaway, such as the GoFast Camper, Leupold gear, a YETI cooler, a Hoyt bow, and more. This aims to excite the customer with the value of the giveaway and to increase the trust that the giveaway is legit. - 03:27–04:07 03:27–04:07 Kevin states, "Oh my goodness...that's amazing, thank you so much!" Josh then asks if Kevin is a bow hunter and states that he will get a hold of him with more details. This is framed from the brand's perspective, and shows gratitude and excitement for the brand.

# Ad summary This ad showcases Montana Knife Company's culinary knives being used in an outdoor setting. The knives are used to prepare and cook food, highlighting their sharpness and versatility. # Brand positioning Montana Knife Company is presented as a brand that combines culinary expertise with an outdoor lifestyle. The brand aligns with values of adventure, quality, and craftsmanship. It positions itself as a provider of high-performance knives for individuals who appreciate both cooking and the outdoors. The brand pushes against the norm of solely focusing on kitchen environments, instead embracing the ruggedness of outdoor cooking. The brand positioning is both functional, emphasizing the performance of the knives, and emotional, aligning with a lifestyle of adventure and culinary passion. # Product The featured product is a set of culinary knives from Montana Knife Company. These knives are designed for preparing and cooking food, suitable for both indoor and outdoor use. The knives have a sleek, all-black blade and are available with different handle colors. The knives are shown being used to chop vegetables and slice cooked meat, demonstrating their sharpness and versatility. The ad addresses the purchase barrier of questioning the need for high-quality knives by showcasing their effectiveness in various cooking scenarios. The knives are presented as essential tools for anyone who enjoys cooking, whether at home or in the wilderness. # Visual style The ad has a rugged, outdoor aesthetic with natural lighting and a slightly grainy texture. The editing style includes quick cuts and static shots, creating a sense of energy and authenticity. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of showcasing the knives in a practical and relatable way. The pacing is consistent throughout the ad, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:01: [Upbeat music] MKC Culinary. Text overlay: 00:01–00:02: MKC CULINARY Visual: 00:00–00:01: Three Montana Knife Company knives are displayed upright on a wooden board. The knives have black blades and different colored handles: black, brown wood grain, and red. In the background, there are various food items such as cheese, olives, salami, and prosciutto. The setting appears to be a rustic outdoor kitchen or food preparation area. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of questioning the need for high-quality knives by showcasing their effectiveness in various cooking scenarios. The ad implies that using inferior knives can be frustrating and inefficient. # Value propositions - High-quality knives for both indoor and outdoor cooking - Essential tools for anyone who enjoys cooking # Benefits - Sharpness - Versatility - Convenience - Durability # Features - Black blades - Different handle colors (black, brown wood grain, red, orange wood grain) - Sheaths for knives # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of someone who enjoys cooking outdoors, showcasing the knives in a practical and relatable way. # Storyline - 00:00–00:01 The ad opens with a close-up shot of three Montana Knife Company knives displayed on a wooden board with food items. - 00:01–00:02 The scene transitions to a similar shot of the knives, but this time they are positioned on the back of a truck in an outdoor setting. This establishes the theme of combining culinary skills with an outdoor lifestyle. - 00:02–00:03 A close-up shot shows a hand attaching a sheath to one of the knives, emphasizing the practicality and preparedness aspect of the product. - 00:03–00:04 The knives are again displayed on the back of a truck, this time alongside cooked meat and a jar of seasoning. This reinforces the idea of using the knives for outdoor cooking. - 00:04–00:06 A person is shown using one of the knives to chop parsley on a wooden cutting board, demonstrating the knife's sharpness and precision. - 00:06–00:07 The person opens a drawer in the back of the truck, revealing cooking equipment and supplies. This highlights the convenience of having a mobile cooking setup. - 00:07–00:08 The knife is used to slice cooked steak on a wooden cutting board, showcasing its ability to handle different types of food. - 00:08–00:09 A fire is shown burning in a metal fire pit, setting the scene for outdoor cooking. - 00:09–00:10 A piece of seasoned meat is held over the fire, emphasizing the connection between the knives and the cooking process. - 00:10–00:11 The person is shown cooking food in a cast iron skillet over a fire, further demonstrating the outdoor cooking theme. - 00:11–00:12 A quick shot of a person wearing a baseball cap is shown, possibly the person doing the cooking. - 00:12–00:13 The ad concludes with a final shot of the knives displayed on the back of the truck, alongside prepared food. This reinforces the brand's message of combining culinary skills with an outdoor lifestyle.

# Ad summary This ad showcases Montana Knife Company's knives being used to prepare a meal outdoors. # Brand positioning Montana Knife Company is presented as a brand that embodies ruggedness, quality, and a connection to the outdoors. The brand aligns with a lifestyle of adventure, craftsmanship, and appreciation for high-quality tools. The brand positions itself as a provider of premium knives designed for outdoor cooking and culinary enthusiasts who value durability and performance. The brand's tone is authentic and adventurous, appealing to those who seek both functionality and a sense of connection to nature. # Product The ad features Montana Knife Company's knives, which are presented as high-quality tools designed for outdoor cooking and culinary enthusiasts. The knives are showcased through various food preparation tasks, such as slicing tomatoes, Brussels sprouts, and meat. The knives are displayed in a leather roll, emphasizing their craftsmanship and portability. The ad highlights the knives' sharpness and versatility, demonstrating their ability to handle a range of ingredients and cooking scenarios. The knives are portrayed as essential tools for anyone who enjoys cooking and preparing meals in the outdoors. # Visual style The ad has a polished and professional aesthetic, with high-quality visuals and smooth transitions. The editing style is quick and dynamic, with cuts timed to the music beats. The production quality is high-end, creating a sense of sophistication and refinement. The visual motifs include close-up shots of the knives and ingredients, emphasizing their quality and craftsmanship. The pacing is consistent throughout the ad, maintaining a lively and energetic rhythm. # Hooks Visual: 00:00–00:01: A large cut of meat is held up against a blurred background. The meat is red and white, with a bone extending from the top. The lighting is bright, highlighting the texture and freshness of the meat. The camera framing is close-up, focusing on the meat as the central subject. The camera movement is minimal, allowing the viewer to appreciate the quality of the meat. / 00:01–00:02: The meat is placed on a wooden cutting board and seasoned with salt. The background is blurred, with hints of outdoor scenery. The hands seasoning the meat are visible, emphasizing the preparation process. The lighting is natural, creating a warm and inviting atmosphere. The camera framing is medium shot, focusing on the meat and the hands seasoning it. The camera movement is minimal, allowing the viewer to appreciate the care and attention to detail. / 00:02–00:03: A leather roll containing the Montana Knife Company knives is unrolled on a wooden surface. The background is blurred, with hints of outdoor scenery. The hands unrolling the leather roll are visible, revealing the knives inside. The lighting is natural, creating a warm and inviting atmosphere. The camera framing is medium shot, focusing on the leather roll and the knives inside. The camera movement is minimal, allowing the viewer to appreciate the quality and craftsmanship of the product. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Brand 100% – The ad showcases the brand's knives in use, highlighting their quality and functionality. # Storyline - 00:00–00:01 00:00–00:01: The ad opens with a close-up shot of a large cut of meat being held up, showcasing its quality and freshness. This is intended to capture the viewer's attention and set the stage for the cooking demonstration. The perspective is from a third-person view, focusing on the meat as the central subject. The tone is appetizing and inviting, highlighting the potential of the meal to come. - 00:01–00:02 00:01–00:02: The scene transitions to the meat being seasoned with salt, emphasizing the preparation process. This is intended to show the care and attention to detail that goes into cooking with the featured knives. The perspective remains third-person, focusing on the hands seasoning the meat. The tone is meticulous and professional, highlighting the importance of proper seasoning. - 00:02–00:03 00:02–00:03: The ad shows a leather roll containing the Montana Knife Company knives being unrolled, revealing the tools that will be used for the cooking demonstration. This is intended to introduce the product and highlight its quality and craftsmanship. The perspective is from a third-person view, focusing on the leather roll and the knives inside. The tone is sophisticated and refined, emphasizing the premium nature of the product. - 00:03–00:05 00:03–00:05: The scene transitions to a person slicing tomatoes and Brussels sprouts on a wooden cutting board, showcasing the knives' sharpness and versatility. This is intended to demonstrate the knives' ability to handle a range of ingredients and cooking tasks. The perspective is from a third-person view, focusing on the hands slicing the vegetables. The tone is efficient and practical, highlighting the knives' functionality. - 00:05–00:07 00:05–00:07: The ad shows the leather roll being rolled back up, emphasizing the portability and convenience of the knife set. This is intended to highlight the product's practicality for outdoor cooking and travel. The perspective is from a third-person view, focusing on the hands rolling up the leather roll. The tone is organized and efficient, emphasizing the ease of storing and transporting the knives. - 00:07–00:11 00:07–00:11: The scene transitions to a close-up shot of the knives being removed from their sheaths, showcasing their design and craftsmanship. This is intended to highlight the product's quality and attention to detail. The perspective is from a third-person view, focusing on the knives and their sheaths. The tone is precise and deliberate, emphasizing the care taken in the knives' design and construction. - 00:11–00:13 00:11–00:13: The ad shows bacon being cooked in a cast iron skillet over a campfire, emphasizing the outdoor cooking aspect of the product. This is intended to create a sense of adventure and connection to nature. The perspective is from a third-person view, focusing on the bacon cooking in the skillet. The tone is rustic and inviting, highlighting the appeal of cooking outdoors. - 00:13–00:14 00:13–00:14: The scene transitions to a close-up shot of the seasoned meat being cooked over an open flame, showcasing the final product and its appetizing appearance. This is intended to create a sense of satisfaction and accomplishment. The perspective is from a third-person view, focusing on the meat cooking over the flame. The tone is celebratory and rewarding, emphasizing the enjoyment of cooking and sharing a meal outdoors. - 00:14–00:16 00:14–00:16: The ad concludes with the Montana Knife Company logo, reinforcing the brand identity and leaving a lasting impression on the viewer. This is intended to solidify the brand's image and encourage viewers to learn more about the product. The perspective is from a third-person view, focusing on the logo. The tone is confident and established, emphasizing the brand's reputation for quality and craftsmanship.

# Ad summary This ad showcases the Montana Knife Company brand, featuring a variety of knives and apparel. The ad emphasizes the brand's association with working people and quality craftsmanship. # Brand positioning Montana Knife Company (MKC) is presented as a brand that caters to working individuals who value quality and craftsmanship. The brand aligns with a rugged, outdoor lifestyle, emphasizing functionality and durability. MKC positions itself as a provider of reliable tools for everyday use, steering clear of overly polished or luxury aesthetics. The brand's tone is straightforward and practical, focusing on the utility and dependability of its products. MKC offers a range of products, including knives and apparel, all designed to meet the needs of working people. # Product The ad features a variety of products from Montana Knife Company (MKC), including knives and apparel. The knives are presented as high-quality tools designed for working people, emphasizing their durability and functionality. The apparel includes t-shirts, jackets, and hats, all featuring the MKC logo and reinforcing the brand's identity. The products are shown in various settings, highlighting their versatility and suitability for different tasks and environments. The ad conveys that MKC products are worth trying or buying because they are reliable, well-crafted, and designed for practical use. # Visual style The ad features a mix of close-up product shots and lifestyle visuals, creating a rugged and authentic feel. The editing style is fast-paced, with quick cuts and transitions that keep the viewer engaged. The production quality is high, with clear and well-lit shots that showcase the products in detail. The visual motifs include frequent appearances of the MKC logo and outdoor settings, reinforcing the brand's identity and target audience. The pacing is consistent throughout the ad, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:01: Joe Rogan: [Enthusiastically] makes amazing knives. Visual: 00:00–00:01: Close-up of Joe Rogan speaking into a microphone in a studio setting. He is wearing headphones and a black cap with the MKC logo. The background features a neon sign with "JOE ROGAN EXPERIENCE" visible. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Reliable tools for working people - Rugged and authentic brand identity # Benefits - Quality craftsmanship - Durability - Functionality # Features - Knives - Apparel - MKC Logo # Call to action None used. # Social proof - The ad features Joe Rogan, a recognizable public figure, endorsing the brand. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing its products and values. # Storyline - 00:00–00:01 The ad opens with Joe Rogan speaking into a microphone, setting a tone of authenticity and endorsement. - 00:01–00:12 Quick cuts showcase various MKC products, including knives, t-shirts, jackets, and hats, emphasizing the brand's range and visual appeal. - 00:12–00:14 The ad concludes with the MKC logo and tagline, "WORKING KNIVES for WORKING PEOPLE," reinforcing the brand's core message and target audience.

# Ad summary This ad showcases the Mini-Speedgoat 2.0 knife from Montana Knife Company, highlighting its compact size, durable materials, and suitability for everyday carry. # Brand positioning Montana Knife Company (MKC) is presented as a brand that values craftsmanship and durability, catering to individuals who appreciate high-quality, reliable tools. The brand's positioning is functional, emphasizing the performance and robustness of its knives. The ad aligns with a lifestyle of preparedness and self-reliance, suggesting that MKC products are essential for those who value having a dependable tool at hand. The brand pushes against the norm of cheaply made, disposable tools, instead focusing on creating lasting, high-performance products. # Product The featured product is the Mini-Speedgoat 2.0 knife from Montana Knife Company. It is a compact, everyday carry knife made with 52100 ball bearing steel, known for its durability and edge retention. The knife features a paracord handle for a secure grip and a black PVD finish for added protection and a sleek appearance. The ad addresses the purchase barrier of knife quality by highlighting the high-grade steel used in its construction, emphasizing its superior performance and longevity. The knife is designed for individuals who need a reliable and compact cutting tool for various tasks. # Visual style The ad has a high-quality, studio-shot aesthetic with a focus on showcasing the product's details and durability. The image is well-lit, with a shallow depth of field that keeps the knife and surrounding area in sharp focus. The color palette is muted, with a focus on dark grays and blacks, which contributes to the ad's rugged and utilitarian feel. The typography is clean and legible, with a focus on conveying key information about the product. # Hooks Headline: EARN YOUR EDGE. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing a reliable and durable knife for everyday tasks. The phrase "EARN YOUR EDGE" suggests that the knife is designed to help the user overcome challenges and be prepared for anything. # Value propositions - High-quality materials for long-lasting performance - Compact size for everyday carry - Durable construction for demanding tasks # Benefits - Durable - Reliable - Compact # Features - MINI - SPEEDGOAT 2.0 - PARACORD HANDLE - BLACK PVD FINISH - MADE WITH 52100 BALL BEARING STEEL # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the knife and its features to the audience. # Storyline - The ad opens with a close-up shot of the Mini-Speedgoat 2.0 knife partially inserted into the pocket of a pair of work pants. This is intended to showcase the knife's compact size and suitability for everyday carry, from the brand's perspective. - The text overlay "EARN YOUR EDGE. MADE WITH 52100 BALL BEARING STEEL" appears, emphasizing the knife's durability and high-quality construction. This is intended to build trust and credibility by highlighting the knife's superior materials, from the brand's perspective.

# Ad summary This ad features the owner of Montana Knife Company giving a tour of the new building to his friend Dave, who is an alignment worker. The owner discusses the work being done on the building and the concrete being removed from the old stockyard pens area. # Brand positioning Montana Knife Company is presented as a brand deeply rooted in American values and craftsmanship. The brand aligns with a rugged, hardworking lifestyle, as suggested by the construction site setting and the owner's profession. The brand pushes against the norms of mass-produced goods by emphasizing local production and quality. The brand positioning is both functional, highlighting the durability and reliability of its knives, and emotional, appealing to a sense of pride in American-made products. # Product The ad features a Montana Knife Company tumbler. The tumbler is orange with black trim and features the brand's logo and name. The tumbler is shown being held by the owner of the company as he gives a tour of the new building. The tumbler is presented as a durable and reliable product, perfect for everyday use. # Visual style The ad has a raw, unpolished aesthetic, giving it a UGC feel. The editing style is a mix of quick cuts and static shots, with smooth transitions. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and approachability. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The audio-visual sync is not particularly emphasized, but the cuts generally align with the rhythm of the music and voiceover. # Hooks Spoken: 00:08–00:10: He doesn't want to be on camera, but he's right here, so he has to be on camera. Visual: 00:08–00:10: A man with a beard and a baseball cap is standing in an unfinished building. He is holding an orange tumbler with the Montana Knife Company logo on it. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Montana Knife Company tumbler is a durable and reliable product, perfect for everyday use. # Benefits - Durable and reliable product - Perfect for everyday use # Features - Montana Knife Company tumbler # Call to action None used. # Social proof - None used. # Point of view - Customer 0% – Not present in the ad. - Brand 100% – The owner of Montana Knife Company speaks directly to the camera, providing updates and information about the brand and its new building. - Expert 0% – Not present in the ad. - External source 0% – Not present in the ad. # Storyline - 00:00–00:08 The ad opens with shots of a construction site, including an excavator and a pile of concrete rubble. - 00:08–00:13 The owner of Montana Knife Company introduces his friend Dave, who is an alignment worker. - 00:13–00:32 The owner explains that he is giving Dave a tour of the new building. - 00:32–00:54 The owner discusses the work being done on the building, including the removal of concrete from the old stockyard pens area. - 00:54–01:17 The owner provides an update on the progress of the building, mentioning that the upstairs is nearly done and the coffee shop area downstairs is underway. - 01:17–01:19 The owner thanks viewers for their support.

# Ad summary This ad for Montana Knife Co. features the company's founder talking about the construction of the company's new building. He discusses how he likes to get his hands dirty and help out with the construction, and how that reflects the company's values of hard work and blue-collar ethics. # Brand positioning Montana Knife Co. is presented as a brand deeply rooted in hard work, blue-collar ethics, and American values. The brand aligns with a lifestyle of getting one's hands dirty and contributing to the work, rather than outsourcing everything. It promotes a sense of self-reliance and pride in craftsmanship. The brand's positioning is both functional, providing high-quality tools, and emotional, connecting with customers who value hard work and a hands-on approach. # Product The ad does not explicitly feature a specific knife product, but rather focuses on the brand's ethos and values. The knives are implied to be high-quality tools for everyday work, catering to customers who appreciate craftsmanship and durability. The ad emphasizes that these tools are made for those who engage in blue-collar, hands-on labor, suggesting they are built to withstand rigorous use. The ad conveys that Montana Knife Co. products are worth trying or buying because they represent a commitment to hard work, American values, and reliable performance. # Visual style The ad has a raw, authentic aesthetic with a UGC feel. The editing style includes quick cuts and static shots, creating a sense of immediacy and realism. The production quality is a hybrid of polished commercial and UGC, which supports the intended tone of authenticity and connection with the audience. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. # Hooks Spoken: 00:03–00:05: Good, I've had a lot of stuff I've done on this project. Visual: 00:03–00:05: A man (Male 1, founder) wearing a red and black plaid shirt, a camouflage baseball cap, and yellow gloves is shown moving wooden planks. He is working outside on a construction site. The background includes stacks of lumber and a cloudy sky. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of projects being over budget and late, which is a common frustration in construction and other industries. The founder explicitly mentions, "Usually hear about projects being over budget and late." # Value propositions - Save money by doing some of the work yourself - Stay on track on timing by keeping the professionals going - Be on budget and a little early by being hands-on # Benefits - Save money - Keep the professionals going - Stay on track on timing - On budget - A little early # Features - Tools for customers who do everyday work - Blue collar - Hard work # Call to action None used. # Point of view - Brand 100% – The entire video is told from the brand's perspective, with the founder speaking directly to the camera and sharing his personal experiences and values. # Storyline - 00:00–00:01 The ad opens with an aerial shot of the Montana Knife Co. building, establishing the setting and scale of the operation. - 00:01–00:05 00:01–00:05: The founder is shown working on the construction site, moving lumber. This establishes his hands-on involvement and connection to the work. - 00:05–00:13 00:05–00:13: The founder speaks directly to the camera, explaining his love for this kind of work and his background in construction. This builds credibility and authenticity. - 00:13–00:17 00:13–00:17: A telehandler is shown moving materials, reinforcing the scale of the construction project. - 00:17–00:27 00:17–00:27: The founder continues speaking, emphasizing the importance of having professionals handle the building while he focuses on other tasks. This highlights efficiency and resource management. - 00:27–00:31 00:27–00:31: He mentions his role in sweeping and cleaning, showing his willingness to do even the less glamorous tasks. This reinforces his hands-on approach. - 00:31–00:45 00:31–00:45: The founder explains how his involvement saves money and keeps the project on schedule, highlighting the benefits of his hands-on approach. He notes that the project is ahead of schedule, which is presented as an achievement. - 00:45–00:51 00:45–00:51: He contrasts his project with others that are over budget and late, emphasizing the success of his approach. This builds confidence in his leadership and the company's values. - 00:51–01:03 00:51–01:03: The founder discusses his belief in hard work and getting his hands dirty, connecting this ethos to the company's values. This reinforces the brand's identity and target audience. - 01:03–01:16 01:03–01:16: He concludes by stating that his customers share these values and that Montana Knife Co. makes tools for them. This solidifies the brand's connection to its target audience and reinforces the value proposition.

# Ad summary This ad for Montana Knife Company features the company's owner talking about the new flagpole that was installed at the company. He talks about how the flag represents the American dream and the sacrifices of veterans. He thanks Freedom Flag and Pole for installing the flagpole and encourages viewers to put up a flag at their home or business. # Brand positioning Montana Knife Company is presented as a patriotic, American-made brand that values freedom and the American dream. The brand aligns with a lifestyle of patriotism and respect for veterans. The brand pushes against the norm of companies that don't value American values. The brand positioning is emotional, focusing on patriotism and freedom. The brand aims to occupy the space in the consumer's mind as a company that values American values and supports veterans. # Product The product featured in the ad is a flagpole installed by Freedom Flag and Pole. The flagpole is a tall, black pole with a gold ball on top. The American flag is flown on the flagpole. The flagpole represents the American dream and the sacrifices of veterans. The flagpole is for anyone who wants to show their patriotism and support for veterans. The ad addresses the purchase barrier of not having a flagpole by showcasing Freedom Flag and Pole, a company that installs flagpoles. # Visual style The ad has a polished, commercial aesthetic. The editing style is a mix of quick cuts and static shots. The production quality is high-end. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:03 Alright, so this is pretty cool. We just finished raising the flag here. Visual: 00:00–00:01 An aerial shot shows a group of people gathered around a flagpole. The American flag is at half mast. The background shows a rural area with mountains in the distance. / 00:01–00:03 A man wearing a black hat with an American flag on it, sunglasses, and a gray t-shirt with the Montana Knife Company logo on it speaks to the camera. The American flag is in the background. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of not having a flagpole by showcasing Freedom Flag and Pole, a company that installs flagpoles. # Value propositions - The flagpole represents the American dream and the sacrifices of veterans. - The flagpole represents freedom to pursue your dreams and accomplish them. # Benefits - Represents the American dream - Represents the sacrifices of veterans - Represents freedom # Features - Flagpole - American flag # Call to action Go put up a flag at your house, your place of business. # Social proof - “We had all our veterans at Montana Knife Company” – Male 1 (Owner) # Point of view - Brand 100% – The entire video is told from the brand's point of view, with the owner of Montana Knife Company speaking directly to the camera. # Storyline - 00:00–00:01 The ad opens with an aerial shot of a group of people gathered around a flagpole. - 00:01–00:03 00:01–00:03 The owner of Montana Knife Company introduces the video, stating that they just finished raising the flag. - 00:03–00:07 00:03–00:07 The video shows the veterans at Montana Knife Company raising the American flag. - 00:07–00:11 00:07–00:11 The video shows the American flag waving in the wind. - 00:11–00:18 00:11–00:18 The owner of Montana Knife Company states that the flag represents the American dream and what they've built is only possible because of the sacrifice from our veterans. - 00:18–00:22 00:18–00:22 The owner of Montana Knife Company states that the flag represents the freedom to pursue your dreams and accomplish them. - 00:22–00:34 00:22–00:34 The video shows an aerial shot of the Montana Knife Company building with the American flag waving in the wind. - 00:34–00:40 00:34–00:40 The video shows an aerial shot of the Montana Knife Company employees standing around the flagpole. - 00:40–00:55 00:40–00:55 The owner of Montana Knife Company thanks Freedom Flag and Pole for installing the flagpole. - 00:55–01:01 00:55–01:01 The owner of Montana Knife Company encourages viewers to put up a flag at their home or business and make America more patriotic.

# Ad summary This ad showcases the Montana Knife Company's expansion into a new facility. The owner provides an update on the move, highlighting the arrival of new equipment and the company's upcoming Christmas party. # Brand positioning Montana Knife Company is presented as a rugged, all-American brand deeply rooted in its namesake state. The brand aligns with values of hard work, expansion, and community, as evidenced by the owner's hands-on involvement in the facility move and the upcoming company Christmas party. The brand pushes against the norm of corporate anonymity by showcasing the owner's personal connection to the company's growth and its physical location. The brand positioning is both functional, highlighting the company's capabilities in heat treating and laser cutting, and emotional, emphasizing the owner's pride and connection to the company's history and future. # Product The ad features Montana Knife Company's heat treating and laser cutting capabilities, which are supported by a new 6,000-gallon liquid nitrogen tank. This tank enables the company to perform heat treatments ranging from 1,000 degrees above temperature to 320 degrees below. The ad also showcases the company's CNC machines, surface grinder, and CMM, which are being moved to the new facility. The ad highlights the company's ability to handle a wide range of temperature treatments and precision machining, suggesting that Montana Knife Company is equipped to deliver high-quality products. # Visual style The ad has a raw, unpolished aesthetic, resembling user-generated content. The editing style consists of static shots and jump cuts, giving it a casual feel. The production quality is a hybrid of UGC and commercial, supporting the intended tone of authenticity and transparency. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The audio-visual sync is loose, with cuts and product actions not precisely timed to music beats or voiceover lines. # Hooks Spoken: Hey guys, we are out here at our building site. Text overlay: JOSH SMITH Visual: 00:00–00:02 A medium shot of Josh Smith, the owner of Montana Knife Company, standing outside the new facility. He is wearing a black hoodie with the MKC logo, a camouflage hat, and has a beard. Behind him is the building with the "MONTANA KNIFE CO." sign and a red and white crane. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Wide range of temperature treatments - Precision machining - High-quality products # Benefits - Ability to perform heat treatments ranging from 1,000 degrees above temperature to 320 degrees below # Features - 6,000 gallon liquid nitrogen tank - Heat treating furnaces - Laser cutting capabilities - CNC machines - Surface grinder - CMM # Call to action None used. # Social proof - “Yesterday, we moved five CNC machines. Today, we have a semi showing up at 9:00 AM out there.” – Josh Smith (Owner) # Point of view - Brand 100% – The entire video is told from the brand's perspective, with the owner directly addressing the audience and providing updates on the company's progress. # Storyline - 00:00–00:05 The owner introduces himself and the location, setting the scene at the company's building site on a Tuesday morning. - 00:05–00:15 He mentions the arrival of multiple deliveries this week, focusing on the setup of a 6,000-gallon liquid nitrogen tank. - 00:15–00:30 The owner explains that the tank will support the company's heat treat facility and laser cutting capabilities, requiring nitrogen gas for both processes. - 00:30–00:51 He details the temperature range capabilities of their equipment, from 1,000 degrees above to 320 degrees below, emphasizing the company's wide range of capabilities. - 00:51–01:00 The owner transitions to discussing the move from the company's 2.0 facility, showcasing the relocation of machines. - 01:00–01:08 He mentions the movement of five CNC machines the previous day and the arrival of another semi-truck with equipment. - 01:08–01:14 The owner lists additional equipment being moved, including a surface grinder and CMM, highlighting the scale of the operation. - 01:14–01:17 He notes that his dad is coming to help, emphasizing the family aspect of the business. - 01:17–01:24 The owner shows the machines that landed the previous day already getting electrical work done, indicating a quick turnaround. - 01:24–01:37 He mentions the upcoming company Christmas party and the effort to get things looking good for the event, which will host a couple hundred people. - 01:37–01:45 The owner expresses excitement about the new beginnings but also sadness about leaving the old building, which holds a special place in his heart. - 01:45–01:53 He concludes by apologizing for the long update but notes that he could continue, emphasizing how busy things are. - 01:53–01:58 The owner adds that there is a final inspection today, explaining why the address was hung on the building. - 01:58–01:59 He ends by reiterating that a lot is happening.

# Ad summary This ad shows the unboxing of a Montana Knife Company knife. The knife is removed from its packaging and the sheath is tested. # Brand positioning Montana Knife Company is presented as a brand that values country, customer, community, and conservation. The brand is positioned as one that appreciates the American worker and the American West. The packaging includes a sticker with the brand's logo and the words "Montana Knife Co." # Product The product featured is a knife from Montana Knife Company. It comes in a black box with the brand's logo. Inside the box, the knife is wrapped in paper with a custom design. The knife has a black sheath and a handle with a wood grain design. The knife is shown being removed from the sheath and tested. # Visual style The ad has a rustic and outdoorsy aesthetic. The lighting is natural and the colors are muted. The editing is simple and straightforward. The production quality is high, giving it a polished commercial feel. # Hooks Visual: 00:00–00:02: A pair of hands wearing a brown jacket opens a black package on a gray surface covered with hay and twigs. The package has a white sticker with the text "MKC MONTANA KNIFE CO." on it. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None given # Benefits - None given # Features - Knife - Sheath # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of someone unboxing and handling the product. # Storyline - 00:00–00:02 The video begins with a close-up shot of a black box on a surface covered with hay and twigs. - 00:02–00:04 The box is opened to reveal a black envelope with "THE STOCKYARD" printed on it, along with a red box with "MONTANA KNIFE CO." printed on the inside lid. - 00:04–00:08 The envelope is removed, and a package wrapped in custom-designed paper is revealed. - 00:08–00:10 The wrapping paper is opened to reveal the knife in its sheath. - 00:10–00:14 The knife is removed from the sheath and the sheath is tested.

# Ad summary This ad showcases Montana Knife Company knives being used to prepare and serve various cuts of meat. The ad features several different people enjoying the food that is prepared with the knives. # Brand positioning Montana Knife Company is presented as a high-quality knife brand that is used by professional chefs and home cooks alike. The brand is positioned as being for people who are passionate about cooking and who appreciate quality craftsmanship. The brand aligns with a lifestyle of enjoying good food and good company. The brand pushes against the norm of using cheap, mass-produced knives. The brand positioning is both functional (high-quality knives) and emotional (enjoyment of cooking). # Product The featured product is a line of high-quality knives from Montana Knife Company. The knives are shown being used to prepare and serve various cuts of meat. The knives are for people who are passionate about cooking and who appreciate quality craftsmanship. The ad explicitly states that the knives are "cooked right" and "doesn't pull apart". The ad shows the knives being used in a variety of settings, from professional kitchens to outdoor barbecues. The ad addresses the purchase barrier of price by showing the knives being used to create delicious meals that are enjoyed by many people. The ad is telling the viewer that these knives are worth trying or buying because they are high-quality, versatile, and will help you create delicious meals. # Visual style The ad has a polished, professional look. The editing style is quick cuts. The production quality is high-end commercial. The pacing is fast. The cuts are timed to the music beats. # Hooks Spoken: Male 1: All right, urban pineapple. Visual: 00:00–00:01: A man with dark hair, sunglasses, and a black t-shirt is standing in front of a grill. He is wearing a brown leather apron with straps. The background is blurry, but it appears to be a garage or workshop. There is an American flag hanging on the wall in the background. The camera is stationary and the lighting is dim. / 00:01–00:02: A close-up shot of grilled pineapple chunks on a wooden cutting board. The pineapple is golden brown and has grill marks on it. There is a light dusting of seasoning on top. The background is blurry and out of focus. The camera is stationary and the lighting is bright. # Funnel stage Consideration # Pain points The ad implies that the pain point is using cheap, mass-produced knives that don't cut well and fall apart. The ad shows the Montana Knife Company knives being used to easily slice through meat, implying that they are a solution to this problem. # Value propositions - High-quality knives that will help you create delicious meals - Knives that are cooked right and don't pull apart # Benefits - Create delicious meals - Enjoy good food - Enjoy good company # Features - High-quality knives - Cooked right - Doesn't pull apart # Call to action None used. # Social proof - "It's like he knows what he's doing or something." – Male 2 - "Oh, that's a good chimichurri." – Male 4 - "Unreal." – Male 5 - "Oh my god." – Male 6 - "It's cooked right." – Male 7 - "Doesn't pull apart." – Male 8 # Point of view - Customer 50% – The customer POV is communicated through the people eating the food and expressing their enjoyment. - Brand 50% – The brand POV is communicated through the Montana Knife Company logo and the shots of the knives being used. # Storyline - 00:00–00:01 A man wearing sunglasses and an apron is standing in front of a grill. - 00:01–00:02 Close up of grilled pineapple being sprinkled with seasoning. - 00:02–00:03 Close up of three seasoned cuts of meat on a wooden cutting board. - 00:03–00:05 A man with a red beard and sunglasses is standing in front of a wooden wall and talking to the camera. - 00:05–00:08 Close up of a person slicing a cooked cut of meat on a wooden cutting board. - 00:08–00:09 A man with a beard and sunglasses is standing in front of a building and talking to the camera. - 00:09–00:10 Close up of a person chopping herbs on a wooden cutting board. - 00:10–00:11 Close up of a person squeezing a lemon into a bowl of chopped herbs. - 00:11–00:12 Close up of two people mixing chopped herbs and spices with sliced meat on a wooden cutting board. - 00:12–00:14 A man with a mustache is eating a piece of meat and smiling. - 00:14–00:16 A man with a beard and sunglasses is eating a piece of meat and talking to the camera. - 00:16–00:18 Close up of a person slicing a cooked cut of meat on a wooden cutting board. - 00:18–00:20 Close up of a person slicing a cooked cut of meat on a wooden cutting board. - 00:20–00:22 A person is using a blowtorch to heat up a brick oven. - 00:22–00:23 A brick oven is shown. - 00:23–00:25 A person is using tongs to hold a cut of meat in front of a brick oven. - 00:25–00:27 Close up of a person slicing a cooked cut of meat on a wooden cutting board. - 00:27–00:32 Close up of a person holding up a slice of cooked meat with the Montana Knife Company logo superimposed on the image.

# Ad summary This ad for Montana Knife Company features the CEO, Josh Smith, standing in the company's new 51,000 square foot manufacturing facility. He shares the company's story, starting in his garage just four years ago, and emphasizes that buying a knife from them means supporting American manufacturing, the community, and the families they support. He highlights that their products are meant to be passed down and that they stand behind them for life, thanking customers for their support and stating that they are just getting started. # Brand positioning Montana Knife Company is presented as a brand deeply rooted in American values, community support, and high-quality craftsmanship. The brand aims to occupy a space in the consumer's mind as a symbol of the American dream, proving that it is still alive through their growth and commitment to American manufacturing. The brand aligns with values of hard work, dedication, and supporting local communities, positioning itself against mass-produced, foreign-made products. The brand positioning is both functional, emphasizing the quality and durability of their knives, and emotional, highlighting the heart and soul of their employees that goes into each product. The brand emphasizes that their products are meant to be passed down, indicating a focus on longevity and legacy. # Product The featured product is a butcher knife, specifically "The Breaking Butcher Knife" from Montana Knife Company. The ad emphasizes that when customers buy a knife from them, they are not just getting a product but a piece of the heart and soul of the company's employees. The knives are made in the USA and are meant to be passed down through generations. The company stands behind its product for life, indicating a focus on quality and durability. The knives are packaged in a distinctive wrapping and box, adding to the overall presentation and value. # Visual style The ad has a polished but authentic feel, blending professional shots of the new facility with more personal shots of the original garage workshop and the knife-making process. The editing style is relatively smooth, with a mix of static shots and slow pans. The production quality is high, but the ad still maintains a sense of authenticity and approachability. The pacing is moderate, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:04: Some people say the American dream is dead, but MKC is here to prove them wrong. Visual: 00:00–00:06: The CEO of Montana Knife Company, Josh Smith, stands in the middle of a large, unfinished building. He is wearing a t-shirt with the brand's logo and a baseball cap. The building is under construction, with exposed beams and unfinished walls. The camera is stationary and focused on Josh. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of the perceived decline of the American dream, suggesting that many people believe it is no longer possible to achieve success through hard work and entrepreneurship. The ad directly counters this belief, stating, "Some people say the American dream is dead, but MKC is here to prove them wrong." # Value propositions - Buying a knife from Montana Knife Company means supporting American manufacturing, the community, and the families they support. - The products are meant to be passed down, indicating a focus on longevity and legacy. - The company stands behind its product for life, indicating a focus on quality and durability. # Benefits - A piece of heart and soul of our employees - Products meant to be passed down - Stands behind our product for life # Features - Made in the USA - Meant to be passed down - Stands behind our product for life # Call to action None used. # Point of view - Brand 100% – The entire video is told from the brand's point of view, with the CEO speaking directly to the audience and showcasing the company's values and products. # Storyline - 00:00–00:04 00:00–00:04: The CEO of Montana Knife Company, Josh Smith, introduces himself and states that the company is here to prove that the American dream is not dead. This sets the tone for the ad, emphasizing the brand's commitment to American values and manufacturing. - 00:04–00:11 00:04–00:11: Josh introduces the company's new 51,000 square foot manufacturing facility. This visually demonstrates the company's growth and success, reinforcing the idea that the American dream is alive and well. - 00:11–00:17 00:11–00:17: The ad transitions to shots of the company's original garage workshop, where Josh started the company four years ago. This highlights the company's humble beginnings and emphasizes the journey they have taken to get where they are today. - 00:17–00:27 00:17–00:27: Josh explains that when customers buy a knife from Montana Knife Company, they are not just getting a product but a piece of the heart and soul of the company's employees. This emphasizes the human element of the brand and the value of American manufacturing. - 00:27–00:34 00:27–00:34: The ad shows shots of the new facility being built and workers constructing the building. This visually reinforces the message of community support and the company's investment in American manufacturing. - 00:34–00:44 00:34–00:44: Josh concludes by stating that the products made in the facility are meant to be passed down and that the company stands behind them for life. He thanks customers for their support and states that they are just getting started. This reinforces the brand's commitment to quality, durability, and customer satisfaction.

# Ad summary This image ad showcases a knife in a leather sheath worn on a belt. The ad highlights the craftsmanship and durability of the product. # Brand positioning MKC (Montana Knife Company) is presented as a brand that values craftsmanship and quality, with a focus on durable, handmade knives. The brand's logo, featuring the outline of Montana, subtly reinforces its origin and commitment to American-made products. The brand aligns with a lifestyle that appreciates ruggedness, outdoor activities, and traditional craftsmanship, positioning itself against mass-produced, lower-quality alternatives. The brand positioning is both functional (high-quality, durable knives) and emotional (connection to heritage, craftsmanship, and the outdoors). # Product The featured product is a knife in a brown leather sheath, worn on a brown leather belt. The knife is partially visible within the sheath, which is secured to the belt. The sheath is detailed with white stitching around the edges and has the MKC logo embossed on the front. The knife appears to be designed for everyday carry and outdoor use. The ad emphasizes the quality and craftsmanship of the knife and sheath, suggesting durability and reliability. The product is for individuals who value high-quality, handmade tools and appreciate the heritage and craftsmanship associated with them. # Visual style The ad has a rustic and high-quality feel, with a focus on the craftsmanship of the product. The image is well-lit, highlighting the textures of the leather and denim. The tattoos add a personal and rugged touch. The overall style is clean and straightforward, emphasizing the product's quality and durability. # Hooks Headline: EVERY STITCH TELLS A STORY. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality materials and construction - Handmade craftsmanship ensures a unique and durable product # Benefits - Durability - Craftsmanship # Features - Leather sheath - Handmade # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption and logo placement, emphasizing the brand's message and identity. - Customer: Product display, showing how the knife is worn and used, emphasizing its practicality and style. # Storyline - The ad opens with the phrase "EVERY STITCH TELLS A STORY," which is told from the brand's perspective. This sets the tone by emphasizing the craftsmanship and attention to detail that goes into making the product. - The brand's logo, MKC, is displayed, reinforcing the brand's identity and origin. This is told from the brand's perspective and serves to build brand recognition. - The knife in its leather sheath is prominently displayed, worn on a belt. This is shown from the customer's perspective, highlighting the product's design and how it is worn, emphasizing its practicality and style.

# Ad summary The ad features a heartwarming story of a family who lost everything in a flood. Through a collaboration between Montana Knife Co., country singer Chase Rice, and the non-profit We Must Protect, a significant amount of money was raised to build the family a new home. The video captures the emotional moment the family is told they will be getting a new house, intercut with footage of the flood damage and interviews with the benefactors and the non-profit representative, emphasizing the direct impact of the donations and the family's journey from hardship to renewed hope. # Brand positioning Montana Knife Co. (implied by Josh Smith's shirt and hat, and Chase Rice's hat) is presented as a socially conscious brand rooted in outdoor lifestyle, leveraging its influence and product (custom knives) for philanthropic causes. It aligns with values of community support, direct impact, and tangible aid in times of crisis. The brand's involvement, alongside country singer Chase Rice, suggests an authentic connection to the affected area and a commitment beyond commercial interests. This positions the brand as empathetic and proactive in addressing real-world problems, pushing against purely transactional business models by integrating genuine charitable action into its identity. The positioning is emotional, focusing on the positive change brought about by their initiative. # Product The 'product' is a charitable initiative focused on providing housing assistance to families severely impacted by natural disasters, specifically a family in Yancey County, North Carolina, whose home and access bridge were completely washed away by a storm. The initiative works by raising funds, notably through the sale of custom knives made from elk antlers (contributed by Chase Rice) and other donations, and partnering with a non-profit organization ('We Must Protect') to ensure direct, transparent allocation of resources. The funds, exceeding $300,000 in total, allowed for a $150,000 commitment to build a full house for the family. A key USP highlighted is the direct impact: funds go 'straight directly to this family' rather than being absorbed by overhead, and the beneficiaries are those who 'fell through the cracks' of other aid organizations due to modest income. The ad emphasizes that this initiative provides a 'light at the end of the tunnel' and a new 'home' after nine months of hardship in a 'camper.' # Visual style The visual style is a hybrid of polished commercial footage and raw, authentic UGC. The commercial segments feature well-lit, composed shots with natural light in an outdoor setting, suggesting a professional yet grounded production. The editing rhythm is generally medium-paced during interviews, slowing down during emotional family moments and picking up slightly for the reveal. Visual motifs include natural landscapes, close-ups on emotional faces, and the use of authentic, shaky, low-fidelity video to convey the raw impact of the disaster. The audio-visual sync is clear, with spoken words directly correlating to on-screen actions and reactions. This blend creates a sense of both credibility and emotional resonance. # Hooks Spoken: Man, y'all had no idea what it's been like with, with, you know, the pressure and then the kids and, uh, I can't even- This is, this is, this is, this is awesome. This is awesome. Text overlay: VRINDAVAN BELLORD / CHASE RICE Visual: A medium shot captures a Caucasian man, approximately 40s, with short brown hair and a beard, wearing sunglasses on his head and a black long-sleeved t-shirt. He is looking right, partially obscured by a woman's reddish-brown hair in the foreground. The background is a blurry green forest. The shot is stationary, third-person, focusing on the man's contemplative expression. / A medium shot shows the same Caucasian man embracing a Caucasian woman, approximately 40s, with long blonde hair and sunglasses. Her face is turned away, pressed into his shoulder, and she appears to be crying, wiping her nose with her hand. The man has his arm around her, kissing the top of her head. The background is the same blurry green forest. The camera is stationary, third-person, capturing an intimate, emotional moment. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the devastating loss and prolonged hardship experienced by families after a natural disaster, specifically the feeling of being 'nowhere' despite hard work and having 'no way forward' due to being overlooked by other aid organizations. The family's house and bridge were 'completely washed away,' leaving them without a home or access to their land. # Value propositions - Montana Knife Co. and Chase Rice are committed to making a tangible, direct impact in communities. - We Must Protect is dedicated to helping families who are overlooked by traditional aid, ensuring no one is left behind. - Your donations, through this initiative, directly translate into a new home for a family in crisis, providing transparency and real results. # Benefits - Provides a 'light at the end of the tunnel' for families in distress - Offers renewed hope and stability after devastating loss - Ensures funds directly help those in need, fostering trust - Alleviates the burden of rebuilding after a disaster - Restores a sense of community and support for vulnerable families - Transforms an 'idea' into a 'home' and reality # Features - Collaboration between a brand (Montana Knife Co.), a celebrity (Chase Rice), and a non-profit (We Must Protect) - Fundraising through unique product sales (knives made from elk antlers) - Direct financial aid to families affected by natural disasters - On-the-ground support from a non-profit for effective distribution of aid - Building new homes for those who 'fell through the cracks' of other organizations - Raised over $300,000 for the cause - $150,000 committed to build a whole house for the featured family # Call to action None used. # Social proof - 'I was in Buncombe County, and Cragtown was two miles from my house. That was where my high school football coach lost, um, eleven family members, thirteen people died total in that area. My first thought was to go down there, but, you know, through good people, they had a GoFundMe.' – Male 3 (Celebrity) - 'She heard about your story from the Sheriff, and so we raised enough money to build you guys a new house.' – Male 2 (Brand Partner) - 'Thank you guys so much.' – Female 1 (Customer) - 'You guys have been through so much.' – Female 2 (Non-profit Representative) - 'We got a light at the end of the tunnel, and a hell of a view.' – Male 1 (Customer) - 'I love you.' – Female 1 (Customer) - 'Not every day I get to hug a country star.' – Female 1 (Customer) - 'And it just feels surreal right now.' – Female 1 (Customer) - 'Surreal, but awesome. Blessed.' – Female 1 (Customer) and Male 1 (Customer) - 'It definitely feels like a a light that we've not seen since since the hurricane came through.' – Female 1 (Customer) # Point of view - Customer 45% – The initial and concluding segments of the video show the family directly experiencing and reacting to their hardship and the news of their new home, including their own emotional statements and personal video footage of the flood aftermath. - Brand 35% – The representatives from Montana Knife Co. and We Must Protect explain their roles, the fundraising efforts, and the overall mission, communicating the initiative's purpose and impact from an organizational perspective. - External source 20% – Footage of the devastating flood is shown from an unknown source, capturing the raw, objective reality of the disaster that caused the family's hardship. # Storyline - 00:00–00:16 A man and woman appear somber and emotional in a wooded area, discussing past hardships. - 00:16–00:21 The man comforts the woman, embracing her as she sheds tears, emphasizing their bond amidst their struggle. - 00:21–00:32 The woman expresses her frustration, stating they've worked 'so hard since the storm' but feel they've 'gotten nowhere,' then hugs another woman, suggesting the start of external support. - 00:32–00:54 Three individuals (Josh Smith, Vrindavan Bellord, and Chase Rice) are introduced in a forest clearing, setting the scene for a collaborative effort in Yancey County, North Carolina. - 00:54–01:15 Chase Rice shares his personal connection to the area, affected by the storm, and explains how a GoFundMe campaign, initiated by 'good people,' led to 'We Must Protect' building homes. - 01:15–01:36 Josh confirms over $300,000 was raised and asks Vrindavan ('V') to explain the family's story on the land where a new home will be built. - 01:36–01:53 V describes how the affected family's house and bridge were completely 'washed away,' and how other organizations had deemed them ineligible due to income, highlighting their vulnerable situation. - 01:53–02:17 Archival footage shows a raging, muddy river with a house partially submerged and swept away, providing visual evidence of the family's devastating loss. - 02:17–02:31 Handheld video from the family shows the father and children walking along a damaged road next to the swollen river, illustrating their displacement and the extent of the destruction. - 02:31–03:00 V explains that the family, despite their modest professions, were not 'rich people' and had 'fallen through the cracks' of other organizations, putting them on 'We Must Protect's' waiting list. - 03:00–03:15 V expresses excitement that Josh committed $150,000, enough to build a whole house, while Josh humbly states he and Chase 'did the easy part.' - 03:15–03:30 Josh praises V for her 'hard work day after day, month after month' on the ground, acknowledging the heavy lifting done by the non-profit. - 03:30–03:51 V acknowledges the necessity of public donations and expresses immense gratitude to Josh and Chase, emphasizing their critical role in moving forward with the family's home. - 03:51–04:08 In a selfie-style shot, V shares her excitement that Josh is about to tell the family they're getting a house, noting their nine months of hardship. - 04:08–04:25 The family walks through the trees and is greeted by V, who introduces Josh Smith and Chase Rice, building anticipation for the big announcement. - 04:25–04:44 Josh explains to the family that 'everybody that follows us' and 'a bunch of other brands' raised money, working with 'We Must Protect' to ensure it reached 'good people.' - 04:44–04:54 Josh reveals to the family, 'we raised enough money to build you guys a new house,' met with the mother's surprised smile and the father's stunned, emotional reaction. - 04:54–05:15 The father, overwhelmed, struggles to speak, while the mother expresses profound gratitude, saying, 'That's awesome... This is huge for us,' tears welling in her eyes. - 05:15–05:21 The father wipes his eyes, expressing relief, 'We got a light at the end of the tunnel, and a hell of a view,' signifying renewed hope. - 05:21–05:35 The mother and father embrace V and then each other, showing the raw emotion and shared joy of the moment. - 05:35–05:50 The mother reiterates their struggle, 'We worked so hard since the storm... and feel like we've gotten nowhere,' highlighting the profound shift in their circumstances. - 05:50–06:14 The mother removes her sunglasses, her tearful face turning into a smile as she hugs V and then Chase Rice, adding a touch of celebrity excitement to her joy. - 06:14–06:23 The mother describes the feeling as 'surreal' and asks for time for the news to 'sink in,' overwhelmed by the reality of the situation. - 06:23–06:58 The father reflects on their journey from 'nothing' to a 'camper' and now a new 'house,' emphasizing the long, hard road they traveled, while the mother speaks of faith. - 06:58–08:38 Chase Rice speaks to the camera, expressing the 'wild feeling' of seeing his idea (turning elk antlers into knives) directly fund a home for a family, emphasizing the transparency and genuine gratitude. - 08:38–09:07 Josh asks the couple how it feels, and the mother responds, 'Surreal, but awesome,' while the father adds, 'Blessed,' both acknowledging the 'light' they haven't seen since the hurricane.

# Ad summary This ad features a close-up shot of the MKC Speedgoat 2.0 knife attached to a backpack, emphasizing its availability with the message "IN STOCK, FOR NOW." # Brand positioning MKC (Montana Knife Company) is presented as a brand that offers high-quality knives, specifically the Speedgoat 2.0 model. The brand is positioned for outdoor enthusiasts and hunters who value reliable and durable tools. The ad implies a sense of urgency and exclusivity, suggesting that the product is in high demand and may not be available for long. This positioning caters to customers who seek premium, in-demand gear for their outdoor activities. # Product The featured product is the MKC Speedgoat 2.0 knife. It is shown attached to a backpack, indicating its portability and suitability for outdoor use. The knife has a black and silver blade and a handle wrapped in red and black paracord. The knife is in a black sheath with visible screws. The ad emphasizes the product's availability with the message "IN STOCK, FOR NOW," creating a sense of urgency and highlighting its desirability. The knife is designed for hunters and outdoor enthusiasts who need a reliable cutting tool. # Visual style The ad features a high-quality, close-up product shot with a shallow depth of field, blurring the background to focus on the knife. The color palette is muted and natural, with earth tones and a slight desaturation. The typography is bold and modern, creating a sense of urgency and directness. The overall style is clean and functional, emphasizing the product's quality and availability. # Hooks Headline: IN STOCK, FOR NOW. # Funnel stage Bottom of funnel (Conversion) # Pain points The pain point is the potential unavailability of the product, as suggested by the phrase "IN STOCK, FOR NOW." # Value propositions - The MKC Speedgoat 2.0 knife is currently available. # Benefits - Availability of the product # Features - MKC Speedgoat 2.0 knife # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its availability. # Storyline - The ad opens with a close-up shot of the MKC Speedgoat 2.0 knife attached to a backpack. This immediately introduces the product and its intended use in outdoor activities, from the brand's perspective. - The text overlay "IN STOCK, FOR NOW" is displayed prominently. This message conveys a sense of urgency and scarcity, encouraging viewers to make a purchase quickly, from the brand's perspective.

# Ad summary This ad features a clip from a podcast where the host is discussing his knife business. He talks about how they make all of their own content and don't use outside agencies. # Brand positioning The brand is presented as a small business that makes knives. The brand values creating its own content and not using outside agencies. The brand is positioned as being high-quality and in-demand, as the host mentions that they sell out in two minutes. The brand is functional, focusing on the quality of the knives. # Product The product is a knife made by a small business. The knives are in high demand and sell out quickly. The brand creates its own content and does not use outside agencies. The knives are constantly new and improved every Thursday. # Visual style The ad has a polished aesthetic, as it is a clip from a podcast. The editing style is static shots. The production quality is high-end. The pacing is consistent. The audio and visual are synced. # Hooks Spoken: Male 1: It's like, do you not think I want your money? Text overlay: DO YOU NOT THINK / I WANT YOUR MONEY Visual: 00:00–00:01 The shot is medium framed and shows a man with gray hair and a beard sitting at a desk in a studio. He is wearing a brown jacket and a hat with the letters "MKC" on it. There is a microphone in front of him. The background is a wood paneled wall with a blue and white patterned section on the right side. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that marketing agencies are too expensive. The host says that they were quoted $150,000 to make their first TV commercial last year. # Value propositions - The knives are high-quality and in-demand, as the host mentions that they sell out in two minutes. - The knives are constantly new and improved every Thursday. # Benefits - High-quality - In-demand - Sell out quickly # Features - Knives - New and improved every Thursday # Call to action None used. # Point of view - Brand 100% – The entire video is told from the brand's point of view, as the host is discussing his business and how they create their own content. # Storyline - 00:00–00:01 The host of the podcast asks his guest if he thinks he doesn't want his money. - 00:01–00:06 The host says that he wants all of his guest's money, but they want to make more knives. - 00:06–00:09 The host says that they are doing this in their garage and will probably sell out in two minutes. - 00:10–00:13 The guest says that it is just constant new and improved every Thursday. - 00:13–00:16 The host says that he has to highlight their marketing team on that. - 00:16–00:20 The host says that they don't use agencies outside and create all of their own content. - 00:20–00:21 The host says that they make all of their own emails. - 00:21–00:26 The host says that they were quoted $150,000 to make their first TV commercial last year. - 00:26–00:32 The host says that Brandon looked at their three video guys and said that they could make a commercial just as good as that. - 00:32–00:35 The host says that they make their own TV commercials.

# Ad summary This ad showcases the installation of an 80-foot flag pole at Montana Knife Company by Freedom Flag & Pole. The ad highlights the family-owned nature of Freedom Flag & Pole, their expertise in single-piece tapered aluminum flag poles, and the landmark status of the installed flag pole. # Brand positioning Freedom Flag & Pole is presented as a family-owned and operated business based out of Eau Claire, Wisconsin, specializing in single-piece tapered aluminum flag poles. The brand aligns with values of American pride and quality craftsmanship, emphasizing doing things right. They position themselves as experts in creating landmark flag poles, suggesting a commitment to visibility and prominence. The brand positioning is both functional (providing durable, high-quality flag poles) and emotional (evoking patriotism and pride). # Product The featured product is a single-piece tapered aluminum flag pole, specifically an 80-foot pole. The ad mentions that for poles of this size, they come in sections for assembly. The pole is designed to be a landmark, visible from a distance, and is installed with 8 feet in the ground and 80 feet above ground. The product is for businesses or locations that want to make a statement with a prominent display of the American flag. The ad addresses the installation process, showing how the sections are put together and secured, implying ease of assembly despite the size. # Visual style The ad has a polished, commercial aesthetic with natural lighting and smooth transitions. The production quality is high, giving it a professional feel. The editing style includes quick cuts to show the assembly process and static shots for the speaker segments. The pacing is moderate, with cuts timed to the music and voiceover. # Hooks Spoken: Male 1: Hey guys, it's Nate with Freedom Flag and Pole. Visual: 00:00–00:02 Aerial shot of a large industrial building with a gray roof and red brick accents, surrounded by a dirt lot. An American flag waves on a pole in front of the building. Mountains are visible in the background under a cloudy sky. The camera slowly zooms in. / 00:02–00:03 Medium shot of a young man (Male 1) with short brown hair, wearing a yellow t-shirt with the "FREEDOM FLAG & POLE" logo and a navy blue baseball cap with the same logo. He stands in front of the industrial building and speaks directly to the camera with a smile. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that businesses may want to make a statement or create a landmark with a prominent display of the American flag, but may not have the means to install a large flag pole. The ad addresses this by showcasing the installation process and highlighting the visibility of the pole. # Value propositions - Landmark visibility: The 80-foot flag pole is designed to be a landmark, visible from a distance, making it a prominent display. - Quality and expertise: Freedom Flag & Pole specializes in single-piece tapered aluminum flag poles, highlighting their expertise and commitment to quality. # Benefits - Landmark flag pole - Visible from the highway - Perfect location for employees and truck drivers to see # Features - Single-piece tapered aluminum flag poles - 80-foot pole (comes in sections for assembly) - 8 feet in the ground, 80 feet above ground # Call to action None used. # Point of view - Brand 100% – The entire video is told from the brand's perspective, showcasing their expertise and the installation process. # Storyline - 00:00–00:02 The ad opens with an aerial shot of a building and an American flag waving in the wind. - 00:02–00:09 Nate from Freedom Flag & Pole introduces himself and the company, mentioning their location in Eau Claire, Wisconsin, and their 33 years in business as a family-owned operation. - 00:09–00:12 Nate explains that they are in Montana with Montana Knife Company and are excited about the project. - 00:12–00:14 He highlights their specialty: single-piece tapered aluminum flag poles. - 00:14–00:23 Nate notes that an 80-foot pole comes in sections and the ad shows the team assembling the pole. - 00:23–00:30 Nate states that Montana Knife Company likes to do things right, which is why Freedom Flag & Pole traveled to Montana to install the pole. - 00:30–00:38 The ad shows the process of assembling and installing the 80-foot flag pole. - 00:38–00:43 Nate explains that the pole is 88 feet in total length, with 8 feet in the ground and 80 feet above ground, making it a landmark. - 00:43–00:50 Nate concludes by saying the location is perfect, as people coming into the shop and truck drivers will drive right up to it, and it will look great. - 00:50–00:53 The ad ends with an aerial shot of the installed flag pole with the American flag waving, and a group of people standing at the base.

# Ad summary The video shows the brand Montana Knife Company giving away a custom-built truck to one of their customers. # Brand positioning Montana Knife Company is presented as a rugged, outdoors-focused brand that is based out of Montana. The brand promotes the lifestyle of outdoor activity and hunting. It appears to be targeting an audience interested in high-quality gear and custom builds. # Product The video showcases a custom-built truck that is being given away by Montana Knife Company. It features a Go Fast camper, as well as other brands, such as Leupold, Yeti, Baja Designs, Rough Country, and Hoyt Bow. The truck appears equipped for outdoor recreation such as hunting and camping. # Visual style The ad has a UGC-style feel, with handheld camera shots and quick cuts. The editing rhythm is fast-paced, with a focus on showing both the product and the people behind the brand. The visual style supports the brand's down-to-earth tone and outdoor lifestyle. # Hooks Spoken: That's actually going to make it super handy for you to come over here and get your brand new truck that you just won. Text overlay: TRUCK GIVEAWAY ANNOUNCED! Visual: 00:00–00:05 A medium, profile shot of a man with short grey hair and a trimmed beard. He is wearing a black baseball hat and a black sweatshirt with the Montana Knife Company logo. He is standing indoors in front of a stainless steel refrigerator and wall, and he's speaking to someone. The camera shot is being filmed on a mobile device. # Funnel stage Top of funnel (Awareness) # Pain points The target audience is looking for a truck with camping equipment to use for hunting. # Value propositions - Win a Montana Knife Company truck giveaway and get all the name-brand camping equipment you could need to go hunting in it. # Benefits - You can win a custom-built truck # Features - Custom-built truck - Go Fast camper - Leupold gear - Yeti cooler - Baja Designs - Rough Country - Hoyt Bow # Call to action None used. # Social proof - “We’re gonna use a Google random number generator to pick the winner.” - “Thank you so much, I’m just forward I don’t even know what to say.” – Kevin # Point of view - Customer 0% – None. - Brand 100% – The majority of the video is taken from the perspective of the brand Montana Knife Company, featuring their owners and products. - Expert 0% – None. - External source 0% – None. # Storyline - 00:00–00:05 The owner of Montana Knife Company is ready to call the winner of the truck giveaway. - 00:08–00:11 A man is smiling in front of an outdoor background. - 00:11–00:30 The man says that he compiled all of the entries for the truck giveaway into one Excel file, and someone has a good chance of winning the truck today. - 00:39–00:41 The owner says that he is ready to give the truck away and asks someone if they are ready, and they say yes. - 00:44–01:09 The man filming describes the process for drawing the winner. The range of the Google random number generator is shown. - 01:13–01:20 The owner hopes that one of his buddies will be just one number off from winning so he can troll them. - 01:21–01:29 The Excel sheet is shown with the random number selected to find the winner. - 01:29–01:49 The caller calls Kevin Powell to let him know that he has won the truck giveaway. - 02:03–02:15 The phone connects, and the caller identifies himself as Brandon from Montana Knife Company, saying that he would return this call if he were the caller. - 02:15–03:27 The owner gets on the phone to tell Kevin Powell that he has won the Montana Knife Company truck giveaway, which also includes a go-fast camper, Leupold gear, a Yeti cooler, a Kuiu bow, and Rough Country lights. - 03:27–03:31 Kevin Powell is shocked and thanks the caller. - 03:31–03:35 The caller asks if Kevin is a bow hunter, and he is. - 03:46–04:08 The caller says that they will get back to Kevin to go through all the legal and accounting aspects of the giveaway.

# Ad summary This image ad for MKC Culinary features a set of knives displayed on a wooden block, with the text "SOLD OUT! (FOR NOW)" overlaid on the image. The ad aims to create a sense of urgency and exclusivity around the product. # Brand positioning MKC Culinary is presented as a brand that offers high-quality culinary tools, specifically knives. The brand positions itself as desirable and in-demand, as indicated by the "SOLD OUT!" message, suggesting popularity and exclusivity. The brand's tone is confident and slightly playful, with the addition of "(FOR NOW)" implying a temporary unavailability and encouraging anticipation. The brand seems to ignore category norms by highlighting unavailability, turning it into a marketing advantage. The brand positioning is both functional (high-quality knives) and emotional (desirability, exclusivity). # Product The product featured is a set of culinary knives, which includes a variety of sizes and blade shapes. The knives have black blades and black handles with silver rivets. They are displayed on a wooden magnetic block that holds them upright. The knives are for cooking enthusiasts and professional chefs who value high-quality cutting tools. The ad highlights the knives' desirability and high demand, as indicated by the "SOLD OUT!" message. The knives are presented in a kitchen setting, implying use in food preparation. The ad addresses the purchase barrier of unavailability by stating "(FOR NOW)," suggesting that the product will be restocked. # Visual style The ad has a high-quality, studio-shot production style. The visual motif is a product showcase with a focus on the knives and their display. The image treatment includes background blurring and color grading to create a professional look. The typography is large and bold to grab attention. The style contrasts with platform-native content by being highly polished and professional, which may help it stand out in the feed. # Hooks Headline: SOLD OUT! (FOR NOW) # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the inability to purchase the product due to it being sold out. "SOLD OUT!" signals this frustration. # Call to action None used. # Point of view - Brand: The brand is communicating the product's popularity and temporary unavailability through the "SOLD OUT! (FOR NOW)" message. # Storyline - The ad starts with the message "SOLD OUT! (FOR NOW)", which is intended to create a sense of urgency and exclusivity. The brand is communicating that the product is highly desirable and in demand. This progresses the narrative by creating interest and anticipation for when the product becomes available again.

# Ad summary This ad for MKC Culinary features a close-up of a hand holding a black chef's knife, with the headline "ALWAYS SOLD OUT, HUH?" suggesting the product's high demand and exclusivity. # Brand positioning MKC Culinary is presented as a brand that offers high-demand, professional-grade culinary tools. The brand positions itself as exclusive and sought-after, implied by the headline "ALWAYS SOLD OUT, HUH?" This suggests that the brand's products are of high quality and in limited supply, creating a sense of urgency and desirability. The brand aligns with a lifestyle of culinary expertise and professional cooking, appealing to chefs and serious home cooks. The brand pushes against the norm of readily available kitchenware, instead emphasizing scarcity and exclusivity. The brand positioning is both functional (high-quality tools) and emotional (desirability, exclusivity). # Product The featured product is a black chef's knife from MKC Culinary. It has a wide, straight blade and a black handle with visible rivets. The knife is held in a firm grip, showcasing its size and shape. The (on-package label text) "MKC USA MADE" is visible on the blade, indicating its origin and potentially its quality. The ad implies that the knife is highly sought after and often sold out, suggesting its superior quality and desirability. The ad addresses the purchase barrier of limited availability by highlighting the product's high demand. # Visual style The ad has a high-contrast, close-up shot with a focus on the product. The background is a solid orange color, creating a bold and attention-grabbing visual. The lighting is bright and even, highlighting the details of the knife and the hand holding it. The overall style is clean and direct, with a focus on showcasing the product and its exclusivity. # Hooks Headline: ALWAYS SOLD OUT, HUH? # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty in obtaining high-quality culinary tools due to high demand. The headline "ALWAYS SOLD OUT, HUH?" signals this frustration. # Value propositions - High-quality, professional-grade chef's knife that is in high demand. - USA-made knife # Benefits - Implied: Owning a high-quality, professional-grade chef's knife. - Implied: Exclusivity and prestige from owning a product that is in high demand. # Features - Black chef's knife - MKC USA MADE (on-package label text) # Call to action None used. # Point of view - Brand: The brand is speaking directly to the viewer, questioning their experience with product availability. # Storyline - The ad opens with the question "ALWAYS SOLD OUT, HUH?", immediately grabbing the viewer's attention and implying that the product is highly desirable but difficult to obtain. The brand is posing this question to engage the viewer and highlight the exclusivity of their product. - The image then showcases a hand firmly holding the black chef's knife, visually presenting the product and its quality. The brand is showing the product in use to emphasize its professional-grade design and functionality.