A billboard featuring Santa Claus holding an AR-15 firearm is bringing national attention to a California town.
"Obviously, Santa Claus is synonymous with Christmas. We actually... got a kick out of it - thought it would be good and other people would think it was funny," Steve Dyke, co-owner of Down Range Indoor Training Center, said to CBS Local.
The billboard pictured a hooded Santa Claus wearing black sunglasses and holding a weapon. The advertisement read "We build AR's for Santa."
"We're right next to the freeway, so we have to do something to catch people's eye," Dyke explained to CBS Local.
The billboard is starting debate in a Butte County town in Northern California. While some say the Santa featured doesn't look too jolly carrying an AR, the advertisement was supported by many.
"That's a first amendment right, second amendment right, excuse me, and I believe in it fully," customer Bob Marshall told CBS Local.
Dyke's partner, Will Clark, told NBC Bay Area that their business promotes gun safety. He pointed out that the Santa pictured in the advertisement is wearing eye protection, has his fingers off the trigger and the gun is pointed in a safe direction.
Despite these apparent safety precautions taken by Down Range Indoor Training Center, some people fear the effect the advertisement is going to have on children.
"He looks evil (laughs). That's kinda scary," Sara Welday, a nearby after-school teacher, told CBS Local. "As a teacher, I would not want my students to see that. I don't think you need to put out that as Santa has a gun."
The owners told NBC Bay Area that although this Christmas advertisement will be temporary, people should expect to see more signs like this in the future - possibly one featuring Cupid or the Easter bunny.
