Sooner or later someone in the gun business would figure out how to merge reality with fantasy and take advantage of the upsurge in left-wing political activities since the election of the nut-job known as Donald Trump. It started with the home-school queen, Dana Loesch, who popped up in an NRA video production whining about threats posed by the Left. She goes on and on about how the Left is doing one dangerous and violent thing after another and her rant concluded with, “the only way we save our country and our freedom is to fight this violence of lies with a clenched fist of truth.”
Now notice – no mention of guns, no mention of armed, self-defense – the whole thing is about as subtle as getting whacked over the head with a two-by-four. But now a gun company, admittedly not yet a major player in the industry, has started running messaging on its Facebook page which explicitly takes Dana’s message about fighting left-wing violence to another level and making the clearest possible connection between politics and armed, self-defense; in this case, using an AR-15 assault rifle to defend everything that patriots hold dear.
The company is called Spike’s Tactical out of Florida, which sells various AR-15 models and claims they build the finest AR-15’s ‘on the planet,’ even though every other AR outfit basically says the same thing. The good news about the AR design is that it’s kind of like a Lego set; you can buy all the individual parts and put the gun together any way you want. The bad news is that AR sales have hit rock bottom, the proof is simply the fact that the new guns cost about half of what they were selling for during the heady days of the Obama regime.
When assault rifles first hit the market as a mass product, the gun industry tried to picture them as nothing more than just another type of ‘sporting’ gun, no different from any other rifle that a hunter or sportsman would take into the field. The industry even invented a new term, the ‘modern sporting rifle,’ as if there was the slightest similarity between these guns which take 30-round magazines and the Browning or Remington semi-auto hunting rifles which held 4 or 5 rounds. This attempt to present the AR as just nothing other than a 21st-century version of the Daisy Red Ryder found under every Christmas tree began to take some serious lumps after a guy stuck his ‘sporting gun’ out of a hotel window in Vegas, killing or wounding more than 600 folks, but leave it to the fertile imaginations of the people selling guns at Spike’s Tactical to turn the idea of ‘sporting arms’ on its head and make the concept of killing people with an AR-15 a virtue instead of a vice.
The release of the ad, which shows four armed citizens protecting us from a murderous, threatening Antifa bunch, happened to appear at the same time that one of America’s most beloved patriots, Cliven (‘let me tell you about your Negro’) Bundy, had all the charges against him and his sons dropped that came out of the standoff at his ranch in 2014. And as soon as he emerged from the courtroom, ol’ Clive made it clear that he’s ready to resume his fight. His Facebook page is already selling sweat shirts and I’m sure there’s more consumer crap to come.
If I were the owner of a tactical gun company, I would release a Cliven Bundy limited edition rifle, complete with a carrying case and t-shirt because the profit is always in the add-ons, and I notice that Spike’s Tactical is already promoting a clothing company under another brand name. The point is that notwithstanding the usual liberal lament about how the gun industry increasingly pushes products toward the most extreme elements on the alt-right, the truth is that what works for the gun business best of all is messaging based on fantasy, not on fear.