Thanks to all our fans for the great headline suggestions!

The ad copy reads:

Plays Dirty, Shoots Clean.

Elegant design tames raw power. In spite of its good looks, the Model 99® isn’t a “safe queen”. Chambered for serious fun in .416 Barrett or .50 BMG, this rifle wants to get out and get dirty. The single shot bolt-action design ensures your shots will always be clean, no matter how hard you play.

The post Final Element Ad: Model 99 appeared first on Barrett Firearms.

You might have seen our current “Element” Ad Campaign while thumbing through your favorite firearm magazine.  These ads were centered around the idea that we wanted to portray our rifles in a broad spectrum of environmental elements and stray from the usual over-manicured beauty shots.

Now, for the final ad in our campaign, we’re giving our fans the opportunity to tell us what the tag line is featured in the ad.  So let us hear it! You might actually see your line in a magazine!

The post Element Campaign Model 99 Ad appeared first on Barrett Firearms.

iostudio’s Creative Director Brian Donnenwirth remarked “This whole approach, even down to the body copy, is to walk the line between serious attitude and serious craftsmanship.”

We couldn’t agree more. The campaign won recognition in the 2011 American Advertising Federation ADDY Awards and the CASE Awards 2011, taking home a Silver ADDY for Consumer/Trade Print Campaign and the best of category award – print campaign for the “Monster” ad.

To achieve this look, we needed a highly controlled environment, so we built a rolling scaffold to photograph from and boxes large enough to to contain both the elements and the rifles. If you’re particularly squeamish about getting your firearms wet, muddy and/or generally dirty, turn back now.  Two full days worth of preparation and photography went into this endeavor and as you can imagine, clean up was a pain. As the saying goes, no pain, no gain…

The post Behind the Scenes – “Element” Ad Campaign Pt. 1 appeared first on Barrett Firearms.