BENELLI USA COMMERCIALS

    After Benelli had rejected numerous ideas from other agencies, we pitched them several concepts for their new campaign. The two concepts agreed upon were "Grandpa's Shotgun" and "The Sights and Sounds of Benelli" because they are entertaining, exciting, unique and convey the idea that performance is worth the price.
    The humorous "Grandpa's Shotgun" uses a split screen view of a skeet shooting competition between a world champion using a Benelli and a wannabe using his grandpa's old shotgun. When the Benelli user sets a new world record and grandpa's shotgun jams, the wannabe decides to take a closer look at the Benelli. Reinforcing the humor of the wannabe stepping through the split screen is the sports announcer's hushed golf broadcast voice and commentary and the body language of the wannabe.
    For the "Sights and Sounds of Benelli" we show the well-crafted shotguns in extreme close-ups that aggressively and artistically demonstrate the precision and beauty of a Benelli.