Funny how the details matter. First that this archer’s clothes seem very out of date, secondly, and more significantly, that the targets are behind her, apparently she’s aiming the wrong way.
So there we have the take away messages: old fashioned and malcoordinated. Is that what you’d want for your brand.
Actually, the old fashioned theme carries across to their website, and harks to the company’s heritage being founded in the 1930s. The trouble is, these ads are seen in isolation, so the theme is lost.
The idea is good, but needs to be better executed; much like someone standing in the vicinity of this archery range.