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
THE MARK
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