Casino law firm of Georgia, Jamie Casino Injury Attorneys, has created an Internet sensation with its latest ad which has gone viral and has already exceeded 1.5 million hits on the YouTube. The two-minute commercial is like the trailer of a hit movie or TV serial. It went on air during the half-time of Sunday night’s Superbowl and has set the internet on fire – with a sledgehammer.
The commercial made by Savannah personal injury attorney Jamie Casino has been marked as epic – showcasing the moral of redemption and illustrated by a flaming sledgehammer accompanied by heavy metal guitar and dramatic scenes.
It has made the nation sit up and watch the personal revenge fantasy of a lawyer. Only it is not revenge, but redemption, which is the theme.
The Huffington post called it an “Absolutely Out-of-Control” ad, and the Rolling Stones called the ad a “Revenge Fantasy.”
The storyboard of the ad is based on the personal life story of James Casino the lawyer who explains why he turned from being a criminal defense attorney to a personal injury lawyer.
The commercial revisits the murder in 2012 of Casino’s younger brother and his friend. It had an effect on Casino and it was visible in an interview he gave shortly after the murders where he said, “I’m the one had to tell my mother that my brother was brutally murdered.”
The commercial raises questions about police inactivity in the matter, and paraphrases then Metro Police Chief Willie Lovett who had said, “There were no innocent victims.” Later, Lovett turned around and admitted that none of the two murder victims were involved in any wrongdoing. Lovett is caricatured in the commercial.
In the ad, Casino says “At some point a man has to ask why God created him,” and stresses that the murder of his innocent brother is the reason that made him turn from defending criminals to becoming a personal injury lawyer to defend innocent victims.
But, unless you see the video, you’ll miss the fun, and how a law firm can turn a personal life story into a convincing ad giving meaning to the existence and purpose of the firm.