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That's not gonna come out with a heat gun. Once there's a crease you are looking at filling and repaint or replacement.
The bumper cover is toast. It will never be perfect again. Take that as a given. Here's what i would do - try to fix it myself. if I fail I can always get a replacement cover from a junker or a new aftermarket bumper cover.
But first I would try the bondo and repaint option. Not very expensive if I do the labor myself and since its at the bottom of the cover and small if it doesn't come out perfectly no one will really see it. You can look at it as a fun little project and if it doesn't work out you will gain a new appreciation of body shops and what they deal with. If it ends up looking ok, then you will always look at the bumper with pride rather than shame!
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