Smith & Wesson "Steak Gun" Ad

This 1988 Smith & Wesson ad stops you cold. Why? Because it opens with a giant steak that looks like a revolver. You blink twice, then keep reading. And that’s the genius of it.

The Marketing Magic Behind the Steak Gun

The ad hooks readers with shock value, then ties the weird visual directly into the product’s message: thicker isn’t always better. The copy cleverly connects burgers to gun craftsmanship — a fun analogy that educates while it entertains.

Why It Works

• Weird image = instant attention grabber
• Curiosity gap pulls you into the copy
• Clear metaphor makes the tech talk relatable
• Reframes an assumption (“bigger = better”)
• Ends with a pride-based appeal to expert buyers

Real-World Examples

• Dollar Shave Club: humor and surprise hook users for serious talk on quality
• Blendtec’s “Will It Blend?”: absurd demo turns specs into spectacle
• Avis “We Try Harder”: flips a perceived weakness into a strength