Shot in the dark

There’s a war raging right now and it’s fought with words and logic. The irony of it all is that while this war is being fought with words and logic, it’s about guns and ammo. Gun control or no gun control is a largely heated debate which has kicked up even more with more journalist reporting and social media being on top of so many different aspects of society today. The nation is truly divided and usually this rift comes between people who live in metropolitan areas versus people in more rural areas. Those in a metropolitan area are subject to more violent crimes because of disparity and class division whereas those in rural areas aren’t subjected to this as much and/or have more open areas with which to exercise their use, knowledge, and safety of guns.

A new advertisement is focusing on gun safety while using the 2nd amendment as a focus. For those who may have forgotten, the 2nd amendment is about the “Right to bear arms”. The ad shows the Founding Fathers discussing the Bill of Rights. One thinks the 2nd amendment is too long and doesn’t like addition of “…as long as people aren’t being dumbasses about it” (Evolve, Evolve – The Bill of Rights for Dumbasses).


The ad has “brought a few chuckles” which is a good first step toward opening conversation to such a sensitive subject in America (Barr, 2014). Of course, while intentions may be to bring about awareness, almost everything tends to turn political and head south quickly (just go to any article’s comment section for proof).

Advertisements which utilize humor are common, but with gun safety being a hot button issue, this could resonate badly and further divide the country even more. Having grown up in an area of the country where guns can be common, I understand gun safety and find that it’s very rarely violated except by “dumbasses”. I did notice that it tried to appeal mostly to people with a logical point of view, hence the iteration of calling people who exercise poor to no gun safety, dumbasses.

I thought the ad was humorous and showcased some basic gun safety points, but I think it needs to go further in explaining where people should look for gun safety classes in their area. Perhaps tell them to check out a local firing range, their local NRA chapter, or even any local areas which put on gun safety courses. While I enjoyed the ad and understood where it’s coming from and what it’s trying to promote, some people say it’s cavalier for so serious a subject (Barr, 2014).

After viewing the advertisement, what does everyone else think? Is the advertisement on point and make sense? Does the advertisement create more polar opposites? Is it effective? Sound off in the comments below and let me know how it makes you feel.


Barr, A. (Writer) (2014). In Advertisement uses humor to talk about gun safety. Kansas City: KCTV 5 News. Retrieved from

Evolve. (Producer). (2014, February 13). Evolve – The Bill of Rights for Dumbasses [Web Video]. Retrieved from

9 thoughts on “Shot in the dark

  1. I think the ad misses the point and really stereotypes gun owners as reckless. Given the statistics, especially how firearm fatalities and injuries have been declining over time, isn’t the ad a little misleading?

    And really stereotyping comes to mind; Am I the only one who noticed that everyone was White? Or the causes don’t really match up with reality; the 5 year olds in the bounce house instead of most ‘youths’ being injured affiliated with gangs or drugs cartels?

    Take a look at this comment:
    Actually, it doesn’t – For 2010, 134 children (ages 1-19) in the US died from firearms of non-homicide/non-suicide causes(CDC data). just a bit over 1 per 3 days

    Of course they don’t mention that 18 and 19 year olds are legal adults. And that those two ages account for 26.8% of all those fatalities. Nor do they put those numbers in context; like in that same year, same 0-19 age range, 1,027 “children” died of drowning. If they really wanted to save lives; shouldn’t there be a Don’t be DA ad for water/swimming?

    I did notice that it tried to appeal mostly to people with a logical point of view, hence the iteration of calling people who exercise poor to no gun safety,

    I disagree. I think it tried to point out, through irony, that we can never get rid of people doing dumb things. There fore it would be a good idea that we have additional laws. Wasn’t that the original idea of the extra words in the 2nd Amendment; we need more laws, more rules because people just aren’t smart enough to take care of themselves?


    • Interesting points.

      I viewed it the same as you, that there will always be dumbasses, but that those people do not have common sense, hence the appeal to those with logical reasoning. One with logical reasoning would figure out that pointing a weapon at oneself is dangerous or that firing blindly into the air is dumb because “what goes up, must come down” (thanks Isaac Newton). I think the ad is trying to show that not all gun owners are irresponsible and that most ARE logical, but it also points out the dumb ones who will do dumb things because it isn’t spelled out.


      • I think the ad is trying to show that not all gun owners are irresponsible and that most ARE logical,

        This is the area where I disagree. They didn’t show a single smart gun owner. They didn’t show anyone correcting the behavior. Each and every person shown — even the founding fathers were doing something ‘dumb’.

        If everyone portrayed is acting irresponsibly then the ‘obvious’ conclusion is everyone is irresponsible. Think of the standing character’s word’s — “How will people know”……. if we don’t tell them exactly how and where and when to do something. Unspoken but implied.

        Most states have laws making it illegal to let a child access a firearm. Not to mention it is ‘common sense’. Yet despite those, some people still do stupid things year after year. So — what is the solution; obviously per the ad, regulation. The state being able to take away rights if someone acts dumb, if they do something the state disagrees with.

        From his Huffington Post Op-Ed
        We do need strong laws and good policing to catch and punish everyone who uses a gun to commit a crime, as well as those who supply the guns. I want gun owners to lead that effort too, and I want to lead it by reaching out to everyone, not just to people who own guns. The time is now to get together, recognize we have a common, not just individual responsibility to end gun violence and get it done.

        Like we don’t already have strong laws against the criminal use of firearms. Now anyone who ‘supply the guns’ — doesn’t exclude stolen firearms, anyone and everyone — Does that sound like a pro-rights approach?

        No, this is another attempt to portray all gun owners as bungling idiots who need government control to do anything right.


  2. First, hahahahaha. This ad is fantastic.
    Second, it does have a great point. The right to own a gun is a privilege that needs to be taken seriously. You have the right to protect yourself from unlawful intrusion, not the right to take the law into your own hands. It is astounding how many people truly do not comprehend what owning a fire arm entails.


    • Ehhh. I am a huge supporter of gun rights, and this ad displays mockery of the founding fathers and of gun owners. If anything, this ad does not showcase support of the 2nd ammendment because apparently all gun owners are “dumbassess” and our founding fathers were too lazy. Who knew!? This ad is a joke, and is not encouraging a positive debate.


    • The right to own a gun is a privilege

      Could you stop contradicting yourself? A right isn’t a privilege — BY DEFINITION. Hard to take you seriously when you can’t even tell the two apart.

      Now I agree there is responsibility required for the exercise of any right; And if you look at the numbers; gun owners do a remarkable job in exercising caution, common sense and safety. More so than pool owners for example or car owners.

      You have the right to protect yourself from unlawful intrusion, not the right to take the law into your own hands.
      And we have criminal penalties for anyone doing that. I always love how people conflate the legal exercise of self defense with “taking the law into your own hands” — when self defense is part of the law. Again, according to the numbers very few gun owners do that.

      It’s it astounding how many people don’t truly comprehend what they write about?


  3. While I commend any organization ball-sy enough to make an advertisement about such a widely controversial matter, I don’t think that advertisements are good in this instance. For issues such as these, (abortion, gay marriage, etc) they’re highly political and likely to offend someone. And for those impressionable enough to have their opinions swayed by a commercial, that’s saying something about our society. I’m very liberal and I do believe in gun control and reform, I just think that there’s a better way to approach the situation rather than using media as propaganda – the message is almost always altered and it always pisses someone off.


  4. This ad is hilarious. I can see how some people may think it’s too cavalier for a serious subject, but personally, I think it really gets to the point while trying to limit a lot of tension the subject causes. I also think it’s interesting that it doesn’t seem to be opposing the right for people to own gun (or mocking those who do), but rather advocating that they use them responsibly. At the very least, this ad got people talking, so… mission accomplished?


  5. Honestly, just the fact that we’re talking about it now proves that the ad is doing exactly what it’s supposed to be doing. The majority of the time, companies produce information in hopes of becoming viral. It’s one of the cheapest ways to boost clients and profits. Whether we like what the commercial says or not, we’re still talking about it, which catches the attention of more people, and so on and so forth. Personally, I’m a fan of using humor to lighten a situation, so I liked it. Others aren’t going to, and that’s cool as well. A+ to whoever headed this ad campaign regardless.


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