There are two schools of marketing, Aspirational, Identification. The first one is exemplified by Abercrombie & Finch, Calvin Klein, and even non-fashion brands that use really good looking people.
Identification marketing is different, just like Dove used real-looking women in their “Campaign for Real Beauty,” Ambush is using actors that look like everyday people. Will it work? I don’t see why not. After all, there are many ways you can sell a gun.
Abercrombie and Fitch.