The initial shaky camera footage and the sight of a gun.

The ad opens with a shaky, first-person perspective of someone holding a gun, then pans to a black sedan. It transitions to a man and two children in hunting attire sitting in the back of a truck. A woman then speaks directly to the camera, with a USCCA logo behind her. The ad shows a man in a jail cell, then a police officer handcuffing someone on the ground. Finally, it shows a brochure titled '6 Things You Didn't Know Would Happen When the Police Arrive' and the woman from earlier, with the brochure and text overlay.