This Bulletproof College Apparel Will Be Useful in States That Let Students Carry Guns

FCB's gag campaign tackles a deadly serious topic

College students in states that allow guns on campus don’t need to worry about getting shot, thanks to a new line of school-spirit body armor.

That’s the deliberately jarring, absurd premise of a new gag campaign from FCB New York for University of Texas student protest group Cocks Not Glocks—famous for waving large dildos at state legislators to demonstrate the disconnect between lax gun controls and stringent obscenity laws.

The Lone Star State is among nine states that permit gun owners to carry on public university grounds (the others are Oregon, Idaho, Utah, Colorado, Kansas, Arkansas, Mississippi and Wisconsin).

The 1:30 video below features a hammy, infomercial-style sales pitch, with impossibly gleeful college students skipping around in bright orange T-shirts, sweatshirts and hoodies with bulletproof vests sewn into them. It also includes footage of a pop-up shop where UT students and visitors can try on the gear, and offer feedback like it’s the “weirdest thing that I’ve ever worn.”

The timing makes the satire all the more unsettling. Launched Tuesday, it comes two days after the 10-year anniversary of the 2007 shooting spree at Virginia Tech, when a student killed 32 people and wounded 17 more in the deadliest campus shooting in U.S. history (and one of the worst overall mass shootings by a single gunman).

“Student Body Armor is a joke,” reads the on-screen copy during the ad’s somber conclusion. “Campus carry is not,” it continues, before urging viewers to contact their representatives—a less expensive, and less cumbersome, proposition than walking around in a $30,000 bomb suit.

More pics from the campaign below.

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.