The TrackingPoint XS1 scope is a real, pretty terrifying piece of technology which promises to bring what is essentially an auto-aiming system to sniper rifles.
The $17,000 gun is able to 'tag' targets, and then calculate variables such as wind speed and movement to ensure that a shot arrives on target.
But while the tech itself is quite scary, that's nothing compared to the advert, which as several websites have pointed out looks exactly like a video game.
The CGI ad shows a father an son engaging in that most time-honoured American tradition - killing wildcats to protect livestock. It then shows the son growing up to shoot terrorists, all with the help of his brutal automatic weapon.
Take a look at the unsettling commercial above.Suggest a correction