Kel-Tec has long enjoyed an industry reputation for innovation, but to consumers, been dwarfed by four far larger, bigger spending competitors. Brands getting consumer credit for reliability and performance. Brands that basically run complacent, predictable, show-a-professional-and-make-a-hollow-claim print ads. So we took to the cable channels, showing what really happens in the one-millionth of a second when innovation ignites performance.

A couple of years later we zagged while they were all zigging

In our latest campaign, we really pivoted to rise above the sea of sameness.