text:  And they were very different in tone, and it sort of illustrates the change in marketing that would come with the AR-15 throughout the industry. And one shows two pistols side by side, and the big headline, the tagline, is fine-tuned machines. The other ad showed a police SWAT team officer. He's wearing dark gloves and a tactical helmet, and he's pointing the AR-15 at some unseen target just out of the frame there. And underneath the big words say, the chosen one.