Oh, about that Kel-Tec ad...

The line was "For those who'd drink their own urine", while the hardcore survivalist dude in the photo had a beard and eyelashes covered in ice, so presumably he is surrounded by snow.

Anybody who'd drink their own pee for "survival" reasons when they're hip-deep in, you know, frozen water is either dumber than a stump and maybe doesn't need to be buying guns or they...well, we won't do any kink-shaming here today. Whatever floats your boat, Dollar General Bear Grylls.

(nb: Should you find yourself in this position, remember to thaw the snow and drink the water. Don't just eat the snow. That's bad.)