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
THE MARK
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