For Safariland, we leaned into the brand’s core truth—fit is everything—and put it in a spotlight that was equal parts sharp and satirical. The campaign takes the perfect fit of Safariland’s precision-engineered holsters and contrasts it with a series of over-the-top “doesn’t fit at all” scenarios, using humor to make a serious point: when it comes to carrying gear, nothing substitutes for the right fit. The result is playful, memorable work that aligns directly with Safariland’s commitment to quality performance and exacting standards for retention and comfort.
The campaign rolled out with :30 and :60 broadcast and digital commercials, crafted to entertain while underscoring fit, function, and brand integrity.
PERFORMANCE
Early results showed a 36% lift in product-specific recall, a 27% increase in engagement on social channels, and more than 1.9M impressions across targeted enthusiast and professional audiences. Viewers consistently cited the satirical situations as what made the message both clear and memorable—because when it comes to gear, fit really is everything.
