So… some agencies might think we’ve completely lost it. But hear us out.
As the creative agency behind Ultra Bright Lightz’s most unconventional campaign yet, we’ve spent years helping this incredible company reach first responders with the lighting equipment they need at prices they can actually afford. But on April 18th, we did something that would have some agencies questioning our sanity: we helped them drop a three-song vaporwave country-rock EP called “Ultra Bright Hitz.”
Yes, you read that right. We turned an emergency lighting supplier into a recording artist.
The Beat Drop That Started with a Wild Idea
Look, it actually started small. We created a short snippet of “Z-Flash & A Full Tank” – thanks to the genius marketing savvy of Laney, one of our Paid Media Specialists — for their social media. Just a fun little audio clip to showcase their Z-Flash products. But then something unexpected happened: people started asking for the full song.
Comments were pouring in, DMs were hitting UBL’s inbox, and folks were genuinely vibing with this weird little audio experiment we’d thrown together. It was actually on one of our recurring calls with Ultra Bright Lightz when Justin (the CEO & Founder of UBL) told us their audience was hungry for more of these tunes. Seeing that organic demand from their community? It made perfect sense.
Why This Works
UBL has always done things differently (sort of like us here at 5K). When Justin started the company in 2006 as a volunteer firefighter, it was because the industry needed to change. They were tired of overpriced, outdated options that made it impossible for small departments and volunteers to properly outfit their vehicles.
Disruption? We’re all about it.
Enter “Ultra Bright Hitz”— featuring tracks like “Z-Flash & A Full Tank,” “Ridin’ with Z-Flash,” and “Lighting up the Night (Feniex Q3).” Part of our larger “Glowverse” experience we’re developing for Ultra Bright Lightz, this isn’t just us being quirky for the sake of it. It’s helping UBL stay true to what they’ve always been: the company that makes professional-grade equipment accessible and, dare we say, fun.
Why We Went Full Vaporwave
Here’s the thing about UBL’s customers: they’re not just serious professionals punching a time clock. They’re real people who scroll TikTok, jam out in their trucks, and appreciate when a company doesn’t take itself so seriously that it forgets to be human.
We’ve worked in this industry long enough to know that most B2B marketing feels like watching paint dry. Everyone’s talking about lumens and certifications (which are important, don’t get us wrong), but nobody’s talking about how it feels to have reliable equipment you can count on.
How it feels to know your lights will work when lives are on the line.
How it feels to drive with confidence, knowing you’re properly equipped.
That’s what these songs are really about — that feeling.
Building the Glowverse: More Than Just a Marketing Stunt
The Ultra Bright Hitz EP is just the beginning of what we’re calling the “Glowverse”, an interactive experience we designed that showcases everything from UBL’s Z-Flash vehicle flashers to boat lighting solutions. We’re creating a world where emergency lighting isn’t just industrial equipment; it’s part of a lifestyle, part of who you are as a first responder or vehicle enthusiast.
Because let’s be honest, when you’re a volunteer firefighter choosing lights for your POV, or when you’re outfitting your construction fleet, you want to work with people who get it. People who understand that this isn’t just about specifications and certifications. It’s about being ready, being visible, and being proud of the equipment you use.
The Method Behind Our Musical Madness
What makes this work isn’t just the novelty factor (though we’ll admit, hearing a vaporwave anthem about vehicle flashers is pretty wild). It’s that we executed it properly. We didn’t just slap product names over generic beats and call it a day. We created something that’s actually listenable. Something that captures that nostalgic, cool factor while staying true to what UBL’s products represent.
“Z-Flash & A Full Tank” isn’t just a catchy title we came up with; it’s about the freedom and reliability that comes with plug-and-play equipment that just works. “Lighting up the Night (Feniex Q3)” transforms what could be a boring product description into something that sounds like an adventure.
That’s what this equipment represents to UBL’s customers: adventure, readiness, and the confidence to handle whatever the job throws at them. That’s also what good marketing represents.
Breaking Every B2B Rule (And Loving It)
We know this campaign breaks every traditional B2B marketing rule in the book. But you know what? So did starting UBL in the first place. When everyone said emergency lighting had to be expensive and complicated, they said it didn’t. When everyone said you needed to go through complex dealer networks, they said you could order direct.
Now everyone’s saying B2B companies can’t have personality, can’t be fun, can’t connect with their audience on an emotional level. And even if they’re not directly saying it, their marketing unveils that outdated sentiment lurking in the collective B2B unconscious.
Either way — it doesn’t matter — we’re not here to be a run-of-the-mill agency. We’re here to move fast and make our clients more money.
This isn’t about losing credibility. It’s about showing that a company can be so confident in their products they can afford to have some fun with their marketing. When you know you’re delivering quality equipment that saves lives and keeps people safe, you can laugh a little while you’re doing it.
What’s Next in the Glowverse?
As we’re writing this, the tracks are climbing streaming charts. Other agencies are probably wondering if they should be pitching disco albums about sirens or hip-hop tracks about light bars to their clients.
But here’s the thing: this works for UBL because it’s authentic to who they’ve always been. They’re the company that makes professional equipment accessible to everyone, from major departments to individual volunteers. They’re the company that prioritizes customer service and innovation over bureaucracy and inflated prices. And we’re the business growth partners to help more people understand that.
The Glowverse isn’t just marketing; it’s helping UBL stay true to their mission while having a blast doing it.
That’s what we aim to do for every client of ours.
Ready to Join the Glowverse?
We invite you to experience what happens when emergency equipment marketing gets a creative overhaul.
Stream Ultra Bright Hitz on all major platforms and dive into the full Glowverse experience at Ultra Bright Lightz. Because sometimes the best way to light up the night is with a good beat (and a little out-of-the-box marketing).
