Ad Review: #Springfield Armory Range Officer

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This gun ad won’t win any awards (as if any of them would), but it’s extremely well-designed, the used of white space is glorious, the photography is perfect, and whoever invented the name of the gun was brilliant.

Who doesn’t want to be a Range Officer? It’s a name that has authority and respect. With that said, the headline could be better.

1. Using New was a good choice, New and Free are the most powerful words in advertising

2. Why are you repeating yourself? “New Range Officer. Now in 9MM” is better than saying “range officer” three times. This isn’t radio, you don’t have to repeat the name of your brand so people don’t forget it

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