In northern Alabama, where frequent damage from storms and hail make it tough for a roofing company to stand out. But there is one way: offer a free AR-15 with every new roof. And it’s working.

According to this story from, with $100, an iPhone 7 Plus and some creative costuming, two businessmen have gotten their company national attention with a semi-viral ad you can see above.

While the video grabs viewers attention right away, the sales pitch has been bringing in business.

“If you sign up for a new roof with Digital Roofing Innovations, you’re going to get you a free AR-15 rifle after we complete your roof,” says Zach Blenkinsopp, co-owner of the company, in the story.

“We’ve been going back and forth on what can we do that’s polarizing. That was the goal,” said Chris McGuire, the other owner, in the story.

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!”).

But the roofers say they were safe the entire time.

The promotion has increased his business more than tenfold.

Builder: Buy a Roof, Get a Free Gun

“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.

Back in May, we reported on a Colorado roofing company, Weatherproof Roofing and Exteriors, that had been advertising a similar promotion via a wrap-around ad on the company’s car touting Just as with Digital Roofing, the response in Colorado was “overwhelming,” according to owner James Webb.