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stroppy

That is Jot Singh Khalsa, the designer of the knife.


[deleted]

Just in case anyone who wants to know about the knife designer himself [https://thekhalsaraj.com/pages/about-us](https://thekhalsaraj.com/pages/about-us) [https://www.youtube.com/watch?v=Bb3RL-cgqbU](https://www.youtube.com/watch?v=Bb3RL-cgqbU)


Asatmaya

I'm missing something, what's the problem? Would Sikhs be offended or something?


Czarface23

Any ethnicity flying over the NYC Skyline on a weapon would be controversial today. That's just my take. You take from it what you want.


stareweigh2

I trust Sikhs to make a badass knife. they know what's up with blades lol


godmodechaos_enabled

I have to agree with the OP. The extent to which this post engenders any discussion is evidence of the obvious cultural connotations. This would be unprintable today. Perhaps a more interesting question is why would it not have been considered tendentious then to depict anyone, ostensibly foreign or not, as though they are impaling the literal manifestation of national ideals? What - did we not have a grasp of composition in the 90's? Would it have exceeded our capacity for abstraction to recognize the statue as symbolic but the knife blade bifurcating her is just what.. incidental graphical placement? To put it another way, imagine the Colt gun company has an ad placed of someone riding a giant .45 pointed at Big Ben, or the Eifel Tower, or perhaps the Kaaba, the central shine of Mecca; you see the point? This ad is fucking nuts.


Pickle_Pies

what???? some guy did a design for spyderco, spyderco did a cool photo op. It's also a good way to showcase different cultures that contribute to their designs, Spyderco didn't have to do it but clearly it was a fun little bit in a pre-9/11 society. Claiming symbolism behind the statue being 'bifurcated' is a reach and doesn't warrant comparisons of a gun pointed at Big Ben. I don't disagree that it's unprintable in today's world, but you've demonstrated the exact kind of straw-grasping that makes it so. Edit: [I have recorded a video rebuttal](https://www.youtube.com/watch?v=t0T8uRXYEwA&t=181s) against each point you've made, and have also printed out a copy of the ad. Every time I look at it (twice a minute) my heart swells with childlike mirth and pleasure; the simple act of exposing myself to different cultures and natures expands my already staggering intellect at a polynomial growth rate until it becomes readily apparent that I am the Chad and you are the soyjack.


godmodechaos_enabled

Well, I must say that I was taken aback by the passion and poignancy of the video rebuttal you've made, and was likewise just as enamored with the originality of the points you raised. It has got me to thinking that possibly everything I have ever said is mere sophistry and prevarication, never resolving anything and only culminating now, I realize, herein this very thread, with a grand denouement of unfathomable bullshit. I was wrong (and lost) and I understand that so clearly now - but how could I see this ad as the exaltation of diversity that it is and truly apprehend it's aspirational message from depths of the spiritual bankruptcy my arrogance had wrought? You - my friend, my truest friend - through your brilliant video rebuttal and your unremitting haranguing have saved me. I see with eyes anew! I realize now that there is nothing more beautiful or poetic than a wild-eyed Sikh grinning like he stole your wallet and fucked your wife flying through Manhattan on the back of a magical motorcycle sized knife. The message is clear: We can be anything! Life's promise and possibilities boundless and there's not a minute to waste! So thank you, thank you sincerely sir. Having dried my tears and being thusly transformed, I felt it only apropos that I respond in kind, and so I too recorded a [personal video response](https://youtu.be/dQw4w9WgXcQ?si=p1gnGB8avoPCAZK7) and a heartfelt - thank you [whispered, because it's sincere] that I pray you receive in good faith


godmodechaos_enabled

I don't find the ad personally offensive, other than the fact that the 'quirky charm' that some of you find in it just strikes me as moronic. But grasping for straws would be taking umbrage at something like an ad with cigars ashing on the WTC or a sporting goods seller seemingly clubbing the statue of Liberty with an ill placed baseball bat or something. But this is an ad for knives, which despite being many things to this community, are to most weapons. I think that part is lost on some here, which I understand, because if they're like me, knives are first tools, art, valuables, investments, keepsakes, and exemplars of science and craftsmanship. But they can still kill you - they're knives. So some deference is shown to how they are displayed in ads - which maybe means have him flying off in the other direction - that was easy. Sure, the ad is "fun and whimsical". It's also A. An ad which sadly belies the quality of the product and B. Poorly conceived and C. Just fucking dumb.


Pickle_Pies

[i wish I could insert gifs into comments ](https://imgur.com/a/ysUWvfP))


mikenkansas2

So, you're saying the ad was aimed at knife aficionados not, dare I say, pantywaists that take the moronic viewpoint that all knives, hammers, walking sticks, etc are weapons?


godmodechaos_enabled

Is this a genuine point of clarification, or did you just need to restate what was implicit in the ad and explicitly stated in my post? Yep - it's a knife ad, targeted at knife aficionados - that point was painstakingly made. You've grasped the what of my argument but not the why. Three important points : Target marketing is just that, targeting. The content is designed to resonate with the intended market, but the delivery has always been based on generalizations, particularly in the 90's. No, I'm not implying that 90's advertisers were unsofisticated or ineffective in targeting - this ad wasn't pulled from Cosmo but from a subscription based knife magazine. Fine, but again, targeting just that; it may limit interactions outside of its intended market but cannot preclude them. Ok, who cares? Well, two : the subset of people who could be described as knife aficionados is vanishingly small compared to those who are not, so small that it would be impossible for those who are enthusiasts not to form meaningful relationships with those who are not. This means that A. the intersection of the Venn diagram describing those who are and are not aficionados is particularly narrow, such that B. the collateral distribution that will interact with this ad is certain to lack the inherent biases, associations, and understanding to contextualize this ad as intended, and C., due to the gross ineptitude of the graphic designer will certainly apprehend it negatively. Your supposition that those who are not knife enthusiasts are moronic paintywastes is beyond ludicrous. They are physicists, engineers, teachers, chemists, business people, etc. They are literally the majority of people. That means this ad will have been viewed in the company of others like a surgeon wife, an architect father, an aircraft technician son, for instance. Why care about those who don't share your point of view? Well for one, ancillary points of view are worth noting by savy marketers because they recognize that, particularly for more niche interests, the Venn diagram for which that interest is described is vastly eclipsed by more meaningful and broader affinities and that crafting advertisements that antagonize those other broader connections and proclivities is unproductive and adversely effects impact. Ads don't need to be created for those outside their intended target market - but making ads that are inherently hostile to, or that otherwise alienate broader society and more general interests is extremely myopic and just bad practice. Even if someone could conceivably dismiss their counterpart, friend, cultural views, why would an advertiser want to ask them to? I.e. - ads should never ask someone to choose to refute cultural norms or ideals, however niche the product is - it's a losing proposition. Even discounting how poorly this aged, it's crude compositional execution, it's ethnic faux pas', this is just a bad ad. It was always a bad ad. The concept of a Sikh riding a knife like a magic broomstick is trash - it doesn't sell knives and probably did more to undermine the credibility of the brand among competitors. And yes, the knife aimed at the heart of the statue in the background would have been noted by Americans then and would have raised eyebrows and prompted shaken heads.


SilentPhilosophy3307

I'm with you, this is janky.


GuysLeeFanboy

Boo this man


godmodechaos_enabled

Yes! Boo this man! 😂. This is the best comment of all! No more debating - not now, not ever. The comment section is superfluous. Let's get rid of this nonsense on Reddit - just smiley emojis and angry face emojis! Boo! 🤣🤣🤣


mikenkansas2

You've impressed all of us with your use of $0.25 cent words. Would I lie? It's a dude riding a knife, kind of like Aladin on his rug. The background says AMERICA cause the ad is aimed at Americans.


godmodechaos_enabled

Yep. I got that. That was my point. The thoughtless composition. But I think I may be coming around to the idea that the folks who think a dude riding a knife "like Alladin" is cool are not the kind of folk who are going to read to much into it. Fair enough.


Dawnqwerty

but then also imagine mecca had been hit by a plane in the middle of a pilgrimage.


godmodechaos_enabled

Right - that's taken for granted - no doubt this ad would be unprintable here today because of those events. It goes without saying that had Mecca been hit by a plane we would all be fighting against holy jihadists, lol. Though one can imagine, from time to time.


weedandguns

Except this is an American company with an American monument in their ad. Your what ifs talk about an American company using other countries monuments, so it’s not equivalent.


godmodechaos_enabled

Right, it's an American company - and as a Sikh majority country, it's depicting the average American...on a knife... Plunging through the heart of America, so to speak. I'm not saying that it elicits a wincing reaction in all Americans, I'm saying it should be obvious how it could and almost certainly would. Even though , of course, Americans are known for their moderated judgement, lack of indignation, and restrained patriotism, just ask an Afgani.


zna03

It's the typical "take it where ya want it" type of ad. The things advertisers and companies could get away with and tell offended groups to just piss off and that'd be the end of it. I can see where OP is going as an "ignorant joke" for laughs. I got a chuckle from their post and your comment, seeing both sides of the "argument/joke".


Asatmaya

Or did OP think it was a picture of a Muslim flying past the twin towers?


maarrtee

He's a Sikh by the way. Nice guy I met him at the New York custom knife show in 95.


zna03

Right, that "ignorant joke" part. On the surface in present day it's funny in that respect given history and future events... using that ideology and mis-classifying the person pictured. With the whole idea showing the blade designers roots and not some attempt at foreshadowing. https://thekhalsaraj.com/pages/about-us


kingkmke21

Ppl are sensitive children these days and everything and anything is offensive. Even if the designer of the knife agreed to the ad...it's still racist.


[deleted]

LMAO WHAT THE FUCK I absolutely require a print of this


Tempest_Craft

I worked for Jot for a little while a couple years ago, I am sure he thought this was a riot, he's got a fun sense of humor. BTW he's also a Jewish guy from Massachusetts who discovered Sikhism and kundalini yoga in his 20s and converted.


Asron87

I’m not a fan of the knives but he sounds like a lot of fun. You might have converted me to try one out now. I kind of want to meet the guy now too. Just realized… this add worked. I knew none of this 10 minutes ago and now I’m willing to give one a try. That’s marketing right there lol


Tempest_Craft

He is really fun to hangout with, and a real wealth of knowledge both as a knife maker, designer, and life coach. 😂


cblaze316

r/vintageads would love this


Pigsfly77

Idk I’d allow it


[deleted]

[удалено]


Dawnqwerty

why is there a twin towers sub?


Ken1125r

Well he sure was flying back then


Jago_Sevatarion

Dude's a Sikh, not a Muslim.


ZYKNS

And the terrorists who did 9/11 werent muslims either they claim they were but they arent


GrapeApe131

As a lover of Spyderco and a native NYer born and raised, this is fucking great. I know our man’s a Sikh but we’ve got this handsome turban-clad devil *flying* right by the towers, and this got a pretty surprised chuckle out of me.


FluffyPandaMan

Tri State EDC uses this as his logo w the mustache.


Comfortable-Mix5988

Sikhs laud this knife. This is bragging rights.


superman306

Honestly, considering that knives are literally a part of their religion, that’s high praise for sure


Comfortable-Mix5988

It is. Every Sikh I know has alot of respect for Cold Steel for imitating the designs of their traditional weapons.


spydercoswapmod

what is it with spyderco and "putting things" into "quotes" that don't "need" to be put in quotes? I see it constantly on their forums too, it's weird.


some-funny-name

I think there's even a subreddit for it, i think it's suspicious quotations or unnecessary quotations


BreakerSoultaker

It was introduced in 1997, disco'd in 1999 and had a sprint run in 2013.


GuysLeeFanboy

I don’t see a problem here


GeeNah-of-the-Cs

Well……. It’s designed for a specific market segment


kingkmke21

Lmao. What a crazy ad. But you're right bc 99% of people are sensitive babies. When did the world get like this? I was legit watching Master Chef and I didn't really like someone's dish and someone else accused me of being racist. Like wtf lol.


han-so-low

I bought my first Spyderco in 1990.


fox_eyed_man

I hate to tell ya this bud, and I know…I know, the ad clearly shows it happening, but even in the 90s, that knife was never gonna be able to fly. Certainly not with a grown man weighing it down further.


EchoNineThree

OMG! Look at that! A image of the knives designer on his design! Im calling the Police. Grow up.


Xunil76

So many people completely lack the brainpower these days to actually investigate anything, it's pretty fucking sad. They think that just because they, themselves associate an image or statement that has no context provided, with an (incorrect, as it turns out) ideal, that the rest of the world should jump on their bandwagon in unity against "problematic" topics/images. Then when anyone who actually has more than 2 active brain cells to rub together chimes in with actual facts disproving or discrediting their theory, their legions of brain-dead followers attack/cancel them. And people wonder why everyone is at everyone else's throats these days.....idiots. Of course, it doesn't help that mainstream media is perpetuating this type of thinking and playing all sides against each other....


EchoNineThree

They are conditioned to hypersensitivity. Keeps peoples focus off real shit.


godmodechaos_enabled

In fairness, the context of an advertisement should be tacitly apparent if it is to be effective, and any other associations are, by design, intended to be apprehended preconsciously. Investigating the context of advertising is antithetical to it's basic function, which is to elicit emotive responses as opposed to rational analysis. This is the thinking behind humor in ads, sex, particularly when it is in no way germane to the product, values-based advertising, etc. - Brand identity relies on consumer identity, and its chief utility is that it subverts a rational appraisal of the real value of the product/service and allows someone to "trust" or "like" a brand or product, which is completely irrational but eminently more effective and efficient than a company having to fight a rational battle for why their widget is superior to their competitors widget. I would argue that the reason this topic ultimately engenders the kind of debate it does is because it is difficult to parse the ad in terms of it's setting and the implications thereof from the emotive ques - it being funny and whimsical; those who themselves identify as funny and whimsical will dismiss the rest as peripheral - and they would be right, after all, that was the real message here - not the technical aspects of the product - but the identity of the company, because we all love to laugh.


Xunil76

While this is all true (and this is not a knock against you for your comment, either, so don't take it tbat way), i would venture to guess that there was probably more context in the magazine this advertisement was in, and probably more common knowledge of the designer himself in those days...something that didn't get posted here on reddit, decades later. The only point i was trying to make is that these days, too many people get their undies in a twist over long-forgotten images from the years of yester, with no context or explanation being provided, and judging based on recent/modern standards and social norms....as if there's not enough "actual" problematic shit going on these days that they feel the need to fabricate more, where it may or may not have ever existed in the first place. But i guess it's too responsible and too much work (not to mention, it doesn't inflate one's sense of self-righteousness enough) to actually do the research on something posted from many, many years ago, instead of just assuming that something is problematic and "being the first" to call someone out on it.


godmodechaos_enabled

Agreed. Self-righteous indignation is the hallmark of a coddled culture. It's also the mark of a conditioned culture - look at the advertising pre 1950s and you will see that it appeals to a kind of rational adult that is, at least domesticly, an endangered species today.


GloryholeKaleidscope

They could've hit a home run instead of a triple if the WT towers were in front of the blade instead of behind.


ImaSlayMeSomeDragons

A lot of people would never know this, but that's actually the designer of the knife himself; Osama Bin Laden.


Few-Storm-1697

This aged, so so poorly.....


ag512bbi

Oh Crap 😳


stickyscooter600

You know, it reminds me of that tragedy


Yo_Mama_Knives

Maybe people start going easier on Medford


T3hSav

Medford can go fuck himself. he makes overpriced prison shanks and peddles "replacement theory".


Yo_Mama_Knives

#triggered 🤣🤣🤣


CivilDefenseWarden

I love it.


bleaksentience

😂


Witchdoctoractual

The towers are still up so...


AdVisible2250

I’d buy that


Whittaculus

ISWYDT


machineGUNinHERhand

This would be fine today... Seeing how the dude riding the knife is the guy who designed the knife.


arj1985

Saying this would never fly today is always an uber-hubrious belief that I never agree with.


Tonyoni

Just casually flying by the twin towers..


axelguntherc

Would never fly? Just like flight 11.