a byrna spec spot
campaign objectives
Contents
Main Objective of the Ad
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Conceived and created by Stephen Guy, Creative Director and founder of planet581 media . AI sources used in the creation of this project include MidJourney, Runway, OpenArt, ChatGPT and Eleven Labs. Background audio sounds and tracks: Epidemic Sound Video concepts composited in DaVinci Resolve 20 on a MacbookPro M1. Pitch deck developed and created using Adobe Illustrator and Adobe InDesign.
Target Audience
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Why This Ad Works
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Strategy & Concept Summary
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Mood Board – Characters & Ambiance
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About the Tagline Change
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Why the Humor Works
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Campaign Summary & Deliverables
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Main Objective of the Ad
Objective:
Create a cinematic, memorable, and unexpected 30-second commercial that:
• Communicates the power and safety of non-lethal self-defense • Appeals to both logic and emotion • Stands out in a saturated, often overly serious personal protection market
Why this resonates: • Visual storytelling grabs attention in under 3 seconds • Unexpected humor disrupts the viewer’s assumptions
• Stylized Cold War noir aesthetic taps into cultural nostalgia and style • Byrna’s unique value (non-lethal protection) is demonstrated, not told
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Target Audience
Demographics & Psychographics
• Adults 25–54 • Homeowners, urban professionals, solo travelers • Likely to value self-reliance and security • Open to new tech and gadgetry (early adopters and DIYers) • Appreciate dry humor and subversive storytelling Byrna Buyer Profile: • Interested in non-lethal defense options • Motivated by family protection, urban safety, outdoor use • Shopping for an alternative to firearms • Often politically moderate or privacy-conscious
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Why This Ad Works
Key Strengths:
• Surprise twist: Viewers expect violence—receive clever humor instead • Memorable characters: The Doberman and cat duo invite repeat viewing • Visual excellence: Noir visuals are stylish, cinematic, and scroll- stopping • Differentiation: No one in the personal defense market is doing this kind of creative Outcome: Brand recall, brand likability , and increased word-of-mouth sharing. Creates curiosity about Byrna products via emotional resonance + levity.
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Strategy & Concept Summary
Short Summary: A trench coat-wearing Doberman stalks a mysterious figure through moody, Cold War backstreets. The tension builds—until the target (a fat, cigar-smoking tab- by) is hit … with a Byrna non-lethal pellet. They both laugh and walk off like old friends.
Strategic Advantages:
• Shows the non-lethal nature of Byrna rather than explaining it • Humanizes the product via humor and character • Highly rewatchable—the kind of ad viewers enjoy and share • Subconsciously reinforces Byrna as smart, ethical, and cool • Visually engaging enough to stand out in digital/social feeds
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Mood Board – Characters & Ambiance
General Mood:
• Cold War noir meets dry absurdist humor • Smoky lighting, wet alleys, trench coats, rotary phones, coded memos • Palette: muted tones, deep shadows, orange accents (nod to Byrna branding) Character Descriptions: • The Assassin (Doberman): Serious, professional, calculated. Never speaks until the final laugh. • The Mark (Tabby Cat): Cigar-smoking, lazy but smug—clearly not a threat. Cowardly, but laughs off danger after the fact. • Setting: Urban alleyways, rain-slicked streets, retro Cold War surveillance world
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About the Tagline Change Spec Ad Tagline: Non-lethal. Always ready. We modified the tagline to: • Reinforce Byrna’s core value proposition in more explicit language • Keep brevity and impact, while elevating confidence and immediacy • Fit tonally within the cinematic genre we’re drawing from Why it works: • “Live Safe” is gentle; “Always ready” adds confidence and strength • Pairs humor with clarity: this isn’t a joke product—it’s a capable tool
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Why the Humor Works (and Why the Skunk Pellet is OK) Why humor hits:
• Breaks the tension—makes the message more accessible • Gives characters life—turns a one-off ad into a potential series • Enhances shareability and emotional engagement Why the skunk pellet works (even if it doesn’t exist): • It’s a fictional gag that implies a wide range of options • Reinforces non-lethality through laughter, not fear • Creates an “I want to know more” moment • Opportunity to launch a limited-edition merch or “stink round” April Fool’s promo
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Campaign Summary & Deliverables Campaign Title: The Mark – A Byrna Mini Noir
Digital Deliverables:
• 30-second hero spot (YouTube, pre-roll, OTT) • 15-second teaser cut • Behind-the-scenes “making of” clips
• Animated short using the Doberman/Cat duo for education • Carousel ad variants with stills on Instagram & LinkedIn Social Engagement: • Character GIFs & memes • Poll: “Would you use the skunk pellet?” • Hashtags: #AlwaysReady #TheMarkByrna #LiveSafe
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Campaign Summary & Deliverables (con’t)
Print Assets:
• One-sheet poster with tagline • Comic strip-style ad in relevant lifestyle/survival magazines • Stylized direct mail postcard for new customers • Give-aways: T-shirts, mugs and other items with either/both characters Out-of-Home: • Billboard: “Non-lethal. Always ready.” • Visual: Cat and dog silhouettes walking into the mist
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planet581 media sg@planet581.com
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