PHILADELPHIA (CBS) -- A 28-year-old man is fighting for his life after a double shooting in Philadelphia's West Oak Lane neighborhood Friday.

Police say it happened shortly after 2 p.m. on the 1900 block of East Washington Avenue.

The two men who were shot were targeted, according to investigators.

"Beautiful day in the mid-afternoon, where you have the business district, schools and enjoying the day and people are firing guns," Philadelphia Police Capt. John Walker said.

A bullet hole was visible on the windshield of an SUV.

Police say two men inside were targeted as they drove along Washington Lane.

"We know we have two shooters on the sidewalk," Walker said, "coming between two parked cars and began shooting at the car."

Police say the driver was shot in the head and right arm. The passenger was hit in the leg and arm. Their SUV then smashed into another car with a woman and her young daughter inside.

The owner of Fila's Pizza and his employees heard the shots. They ran to the back of the store and ducked down to make sure they were safe.

"He says it was something scary because it was a couple of us inside," an employee said. "We also have delivery drivers who were outside."

"One of us even called 911 and he's grateful they were able to get to the scene as fast as possible," another employee said.

Police say those bullets could have hit anyone.

"This was a very busy area," Walker said. "You have schools on about every corner out here. Fortunately, schools hadn't dismissed yet, but we did place the schools on lockdown."

People who live in the area say they couldn't believe what they saw walking home.

"It's different when you walk up and you are on our way home and all of a sudden you see that," one neighbor said.

"I have been ready to go now for a while, but you hold on, you have been here for so long, you know everyone here and you have roots here," another neighbor said. "You don't want to leave, but it's bad."

The shooters did get away, and police say they are looking for a silver Maxima.

For a list of gun violence resources in Philadelphia, click here.