This is the second of two commercials that ran on Sportsman’s Channel during the “Handguns and Defensive Weapons” program. The first that I wrote about was for the Walther CCP and exemplified the masculine protector ideal of gun culture.
On the same episode, there was a 30 second ad for the Hornady RAPiD Safe which also centered on a woman using a firearm for self-defense, but with a very different presentation.
Unlike the Walther ad which had a woman acting to defend herself but told a story by and for men, this ad shows a woman acting independently to defend herself and her young children. It demonstrates that women have a role in armed self-defensive beyond acting as an ancillary or backup to a male citizen-protector.
(Interesting side note: looking for an image of the Rapid Safe online I could not easily find one that pictured a woman using the product, hence the image above with a man-hand drawing the gun.)