There's no where to hide during deer season

I saw this advertisement for a t-shirt when I was in Gander Mountain the other day.  I think it's a decent looking shirt but it's extremely goofy.  They completely copied the look on the front of a of a very popular video game "Call of Duty: Black Ops" and replaced the soldier with a deer and obviously changed the title.  At the end of the day, I think it's creative and a good idea to sell shirts.  If I were to reverse engineer their creative brief this would be my best guess:
Challenge:  Many hunters are older men.  The younger generation is not buying the traditional hunting t-shirt because it looks "redneck" or "too country for me."
Objective:  They want to appeal to the younger generation in a way that's consistent with what's popular and "in" at the moment in their life.
Target:  Younger males ranging from middle school up to college students that have a sense of humor.  This person enjoys hunting but also playing video games with his friends and is thus, very competitive.
Insight:  I want to show my love for hunting and also gaming while doing it in a fashionable yet not "country, redneck way."
SMP:  Deer season brings out the soldier in me.