Zach is the shirtless guy in the commercial sporting short-shorts, a top hat, and some high socks with boots all in a red, white, and blue theme in the commercial.
As the story points out, the video has been getting flack from the gun community for depicting alcohol consumption while handling firearms (Zach cracks a foaming beer at the beginning while exclaiming, "Whoo! America, baby!").
"Obviously I'm a responsible gun owner, so all the shots that we had of me actually shooting was prior to us consuming alcohol and then if you actually look closely on the video, the magazine's actually empty," Zach, who is a U.S. Navy veteran, says in the story.
Obviously, as with other similar promotions, the guys at the roofing company don’t just hand customers a rifle before they roll away in their work truck. Digital Roofing gives customers a $500 voucher to a local gun shop. The customer then goes to the gun shop, picks something out, and then goes through the typical Form 4473 and NICS check process.
…We're giving firearms to responsible gun owners that are family people that care about the community and they support the second amendment," Blenkinsopp says in the story. "We knew this was going to be a very right-wing, pander to our southern audience but this is where we're from. We're proud Alabama guys."
The story says the ad did what it was intended, got them attention, and that "the phones have been ringing off the hook."
Of course, Digital isn’t the first roofing company to come up with such an idea.