Charter Arms is a manufacturer of value priced handguns for personal defense, hunting and recreational shooting. The company takes great pride in its "American Made" status and the diversity of its product line. This ad established a new branding look for Charter Arms and effectively raised the value perception of the product. We branded the product with "Traditional" American values and pride to build empathy with the reader's values. This ad successfully places Charter Arms guns into the same value space as premium gun manufacturers and establishes their "affordable" advantage.