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Strangely absent from Hornaday’s 2012 new product teaser video: a warning that a charging elephant will be shot to its knees and jackrabbits will explode in a cloud of blood. OK, the elephant never had a credit card and it was only one rabbit. Another missing element: their new Vintage Match ammo. It’s not match ammo from the time when sideburns got their name or trenches raced to the sea or Stalingrad stumbled. Just kinda like that. “Vintage Match ammunition is built to replicate the original military performance specifications unique to wartime rifles . . .

With the advent of the CMP Vintage Rifle and Vintage Sniper Matches, Hornady Vintage Match ammunition was developed with the match shooter in mind. It provides superior quality off-the-shelf ammunition for the shooter who is looking for a match grade alternative to surplus or hand-loaded ammunition.

Not a big market, statistically. But large enough, and grateful, one imagines.

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  1. “…a charging elephant…”

    They produce ammunition, mostly for hunting/varminting, and that includes everything from cute little bunnies to big ugly elephants; their ammo is expensive, and their marketing tagline “Accurate. Deadly. Dependable.” explicitly advertizes that their products will work the first time, every time, and with effective terminal performance. I cannot imagine a situation where such performance is not as absolutely critical as with an elephant charging your ass down. Had that hunter not succeeded in killing the elephant, the elephant certainly would have killed him.

    Like it or not, the inclusion of footage of actual hunts in the promotional materials of an ammunition company which specializes in producing hunting ammunition is an entirely legitimate use of said footage.

    If you have a problem with that, I recommend that you HTFU, zip up your man suit, and get over yourself.

    • The video was not selling any ammo related to animal hunting. I merely pointed out that images from hunting 1.0 could put off the millions of shooters who went straight to 2.0, who are a core market for their new self-defense ammo. As I said in the comments, I’ve got nothing against hunting.

      • Elephants are a lot like deer; they nominally have no natural predators, they overpopulate, and they are a nuisance. Unlike deer, they are huge, and can do a hell of a lot more damage.

        Not hunting animals that need their populations controlled just because you oercieve them to be cute is more offensive than you imply they are being.

      • If a potential new hunter is turned off by the sight of a elephant or rabbit being shot then I doubt they are serious about their hobby. Really, what do they expect, a gun shot and then the screen goes black? What happens when they only wound their pray and have to finish it off up close. Would they have the heart, or would they let it suffer until it bled out?

  2. Honestly, I don’t see what the problem is with the hunting scenes in there. That scene with the elephant was actually kind of exciting; that thing nearly reached its own target.

  3. Exciting hunting videos aside, this looks like some good ammo. At the price , its not blasting ammo, but getting a box or two to see what the mosin or Mauser is really capable of would be fun.


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