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Reminds me of the old sensationalized ads for Second Chance body armor where Richard Davis, the president of the company, would put on a vest and shoot himself in the vest, then empty the gun into some targets to prove you could return fire even after getting hit in the vest.

He later did another one where he wore a higher level of armor, stood on one leg and let a guy shoot him with a 308 rifle to prove both the effectiveness of the vest and that the kinetic energy of a small arms round won't knock someone down.

What he doesn't advertise is that he also wore a telephone book under the vest (at least with the 308) to help distribute the impact so he wouldn't get any broken ribs from the impact. Getting shot hurts quite a lot folks, even if you're wearing a vest.