My Rifle, My Bible and Me

September 17, 2009
By Stuart Elliott

Part of a new print ad for Henry guns; a new TV commercial plays up the brand’s origins as made in the United States.

A gun maker that has been drawing attention with campaigns in the mainstream media is planning new TV and print ads that are likely to gain notice — if not notoriety.

Henry Repeating Arms, based in Bayonne, N.J., is one of the few gun makers that advertises to general audiences. Its most recent campaign has been centered on the fact that its guns are made in the United States, at factories in Bayonne and Rice Lake, Wis.

A television commercial features factory scenes. A print ad, which shows a hand resting on a Bible as if in court, carries the headline “Henry rifles will only be made in America or they won’t be made at all.” the rest