I think it is kind of sad, in a way. I believe dolphinius_rex is right on the mark when he says "childish", although perhaps not in the way he meant it. I suspect that the ad was meant to invoke images of childhood fun. Kind of like "Buy an XBOX and re-live the unfettered joy of simple childhood days when you and your chums played cops and robbers in the woods together." But these days, such an ad does not evoke memories of innocent childhood games of cops and robbers but rather horrible tragedies of actual killings. And that is the sad part.
cfitz (who "fired" his finger at plenty a bad-guy when he was a child)