In the ad business, there’s something called “the pitch,” that is when several agencies compete with each other to win an account. The ads you see here won them the account, as they wrote in their website:
“When we were asked to develop ad concepts for Beretta and their PX-4 handgun, we came through with work of the highest caliber. The treatment we applied to the product and copy befits the meticulous craftsmanship of the Beretta itself. Our work went up against concepts from other shops around the nation, and in the end there were two winners – as Beretta chose elements from our creative and from a competing agency on the east coast. Bullseye.”
Source: http://www.adventureadvertising.com/work/detail/beretta
Adventure Advertising has balls the size of mountains. In all my years in the ad business, I have never seen “shit storm” in a headline, so as a copywriter and gun owner, I get it, I love it, and I congratulate you.