“They’ve been mistreated and misunderstood for generations,” begins the Fresno radio commercial. “Abusive owners have done severe damage and given these beautiful creatures a bad reputation.”

The unassuming commuter may think that ad is trying to find foster homes for animals. In actuality, the parody of the infamous ASPCA commercials aims to stir up some attention for a local gun shop, PRK Arms. Is it working? The CBS 47 News reports that it is.

Of course, the ad has stirred up some controversy among the antis. They state that it is misleading. But they have to give credit where it is due… the radio ads are pretty darn clever.

Are firearms on your holiday shopping list?