WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/shhhting-range

The product featured in the “Shhhting Range” ad is 3M hearing protection. In the background of the advertisement, paper shooting targets are visible at a gun range. In the center of the ad, a number of earplugs are falling to the ground. The earplugs falling to the ground are suggestive of bullet casings and the typical way that rounds eject from a gun. The technique used in this ad is one of humor and novelty, as a viewer can appreciate the cleverness of equating a product used for hearing protection with the loud, damaging noises of gunfire.

The objectives of this ad campaign are to sell more 3M hearing protection and to create a compelling visual that will stick with the target market for when they consider purchasing hearing protection in the future. The target market for this ad is gun owners, most likely males between 35 and 60 years of age. The ad wants the audience to purchase 3M hearing protection for the shooting range. If the action is taken, the audience member will benefit by protecting their hearing to reduce the risk of future hearing issues, which is also the value proposition of the product.