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Jamie Casino wanted to clear his brother’s name, and he used halftime at the Super Bowl to do it.
Casino, a personal injury attorney in Savannah, Ga., created what may be the most insane Super Bowel commercial ever made, which aired during a full 2-minute segment at halftime on local FOX affiliate WTGS.
Instead of cute puppies, super cars and celebrities — Casino topped them all with some masterful special effects and a powerful message to publicly indict a former police chief and vindicate his family in this spot that was “based on a true story.”
During Labor Day weekend 2012, Casino’s brother Michael Biancosino, 30, and Emily Pickels, 21, were shot and killed in Biancosino’s vehicle as he gave her a ride home.
There were two other murders that weekend, and Casino told the Daily News on Tuesday that then Police Chief Wille Lovett, whom he referred to as a creep, told the media in a press conference, “There were no innocent victims.”
Casino, 38, heard these comments a day before his brother’s funeral, and it ate at him thinking the shame those statements brought his family.
“I can’t explain how that made me feel (at the funeral),” he said. “All I know is you shouldn’t be feeling that in church.”
Lovett, 64, who retired in October amid sexual harassment allegations, released a statement a week later clarifying that the two victims in the shooting were not doing anything wrong when they were killed. He told The News from home Tuesday that he did not mean to imply Biancosino and Pickels were involved in impropriety but that they were the victims of s mistaken identity.
A suspect Walter Moon, of Savannah, has been indicted for the murders and a second suspect Sidney Grant, was killed in a shooting in March, according to the Savannah Morning News.
Lovett said the suspects were feuding with someone who drove the same vehicle as Biancosino, and the windows were tinted.
“I’m not sure what his point is,” he said. “He’s looking for publicity and he got it. Everyone knows as well as I do it’s for publicity.”
But Casino, who also called Lovett a sleaze ball in the interview is still angry about what happened and was compelled to do everything he could to clear his brother’s name.
The commercial that had been viewed nearly 2.5 million times Tuesday afternoon has stunning production value for a local ad. Although not seen by most of the country, it has become an online smash in the last 24 hours due to its sheer lunacy.
Broadcast locally, it shows the crusading lawyer taking a sledgehammer-sized swipe at his local Savannah Police Department. Casino said the sledgehammer is a staple of his many commercials.
In a 15-second promo for the commercial, Casino promised it would be a smash hit – and then smashed glass with a sledgehammer like the one he uses in the Super Bowl commercial.
And in the ad he uses a fiery sledgehammer to make people aware that cops had allegedly “deceived” the public about the circumstances surrounding his brother’s death. He uses his weapon to swipe a tombstone that contained fictional newspaper reports of Lovett’s false accusations, he said.
“Speak up for those who cannot speak for themselves, ensure justice for those being crushed,” reads a Bible passage that flashes up at the start.
“I’m a very religious person,” Casino said. “This was literally Jesus throwing a hammer and saying no way this will happen.”
Casino then tells his audience how he used to be a criminal defense attorney “employed by some of the most cold-hearted villains.”
Revealing how his art “brought me great wealth,” he says it all changed when Michael and Emily were gunned down.
With heavy metal music blasting out, Casino then says: “The time has come to make things right.”
Images of former police chief appear on a fictionalized newspaper before Casino’s son asks his dad what he does for work.
He then adds: “I’m attorney Jamie Casino, and I don’t represent villains anymore. I speak for innocent victims who cannot speak for themselves.”
Casino called the commercial a half movie trailer and half rock video. The veteran of many local spots Casino said it was not as expensive to shoot as some would think.
Though he declined to reveal figures, Casino said he owns his own camera and a crew took three days to shoot the ad. He then worked with an editor for three weeks to complete it.
“These guys spend millions of dollars on these huge ads but you can totally film this stuff if you’re economic, focused and motivated,” he said.
He said he originally planned a 1-minute commercial for the Super Bowl that would take on a humorous tone like the traditional ads.
“I said you can do that or you can take a chance and call him out and vindicate your parents for the shame that was put on them,” he said. “For me it was a no brainer.”
When he finished the project he said he embarked on a “street brawl” with local FOX affiliate WTGS to get a full 2 minutes of ad time, a highly ambitious task considering local stations have very few spots for local advertisers and are faced with a high demand.
WTGS General Manager Les Vann declined to reveal how much the spot cost in an email to The News on Tuesday.
“There has been a lot of buzz around town since the spot ran all over social media pages,” he wrote.
“It was really expensive,” was all Casino would say.
Casino said he is a frequent advertiser on the station and only got the full 2-minutes after threatening to pull all his other ads for the entire year if he didn’t receive the time slot.
The attorney said people have asked why didn’t just make a clear Public Service Announcement with him introducing himself and stating clearly into a camera what happened with his brother. But Casino said the NFL has rules about its ads and he had to sneak in the message or else he didn’t think it would run.
The NFL did prohibit an advertisement from a gun manufacturer in Georgia because it violated its rules.
Casino also said he wanted to grab people’s attention.
“You must tell it in a cinematic way. It makes it more appealing. People like movies and it looks like a movie trailer,” he said. “How can I tell a story that people will want to watch?”
Though it aired on the small affiliate the video has now been seen by millions as the commercial went viral — a concept Casino admits he doesn’t understand.
“I can’t believe it,” he said. “I don’t know how any of this social media works. My wife does our Facebook page. … I had heard of videos going viral but I thought they paid people to do it.”
Emily’s mother, Janet Pickels, responded to the viral commercial Wednesday.
“Our families have been united and will remain united from this horrible crime against our daughter Emily Pickels and his brother Michael Biancasino,” she said.
At first the attention made Casino feel paranoid, but he said the support from so many people has been very gratifying.”
“I am so thankful for that,” he said. “I have two kids and I didn’t want this to be a disservice to them. I wouldn’t have been able to live that down.”
jlandau@nydailynews.com Follow on Twitter @joelzlandau
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