There's something strange about this campaign ad, but I can't quite put my gun on it

This week, Eric Greitens won the Republican nomination for Missouri governor. To better introduce himself to more voters from the nation’s finest state, Greitens has published many YouTube videos. Here’s one.
The former Navy SEAL doesn’t speak much. Instead Greitens' credentials and beliefs are presented through text and voiceover.
"Eric Greitins, a governor who will set his sites on politics as usual." GUN "Reduce spending, create jobs, protect life." GUN. "Defend the second a