Ad for My First Rifle, Used to Kill 2-Year-Old, Is Way Too Much Like Any Other Toy Commercial

The problem with this 30-second spot for Crickett's My First Rifle .22-caliber single-shot gun is that it basically markets it as a toy. We see a school-age boy wide-eyed with excitement when he gets his shiny new weapon—"My first rifle," the voiceover enthuses, "a moment you never forget!"—while his chum is glum because he has to make do with a soccer ball. Sis gets a pretty pink Crickett, and the whole happy, gun-toting clan shoot together at the range.