Human Technology - a Film by Beretta 

Marketing that works because now I want one.

Me: Hi I would like to buy a gun. Beretta: You mean a piece of ART.

Colt: We make weapons to kill Beretta: since we're Italian, we make art to kill with some *style* _insert Goodfather theme_

“What do you do for a living?” “I look inside barrels of shotguns.”

God damn Joseph Stalin sure knows how to make a great shotgun

This is art. And whoever bought this gun rich.

Me before watching ad: oh this seems pretty neat. After: ... I need one...

I just found one of these shotguns in my grandfather’s barn, it’s all dusty and cruddy. Guess it’s my responsibility to clean this masterpiece. Edit: works great now

I hope this level of human craftsmanship never gets lost.

This is what 500 years of gunsmithing looks like

"I can give 78 caps max." ~ typical Fallout vendor

I like it when the marketing department knows how to get my attention.

Its not a gun anymore its a piece of art.

Probably one of the coolest gun commercials I've ever seen

DOOM GUY WANTS TO KNOW YOUR LOCATION

Meanwhile in Red Dead 2: *Golden weapon Engravings cost $12*

People complaining that engravings don't give any tactical advantage when the gun isn't even meant for "tactical" use.

Ah, yes. The gun you can buy of the wall for 500 points in the first round. A classic!

Remember when Colt tried to sue when it lost the tender for the U.S. armed forces sidearm contract to Beretta? Colt's lawyer expounded at considerable length to explain that the tender should remain with Colt as it was "an old and well established firm" with a "long history" of excellence in firearms manufacturing" going back over 150 years. Beretta's lawyer waited until he had finished. Then he stood, and very quietly pointed out that, while he absolutely agreed with the importance his opponent placed on a company's established provenance, he must also point out that Beretta was actually the oldest firearms company on the planet, being established in the early 16th century, most probably 1520, and also commonly considered to be the very first registered company of any type, anywhere.

That is legit one of the most beautiful over-under shotguns I’ve ever seen in my life

Goh damn he stopped demanding pictures of spider man and started making shotguns

2:47 Joseph Stalin takes a tour of a Soviet weapons factory, circa 1940

Germany WW2: Alright itally we're gonna need you to make a gu- Italy WW2: YOU MEAN PIECE OF ART!!

3:57 NOICE!

"The gods Invented Fire. But blowing stuff up? That was our Idea." -Ahoy, Iconic Arms and Video game function researcher

the dislikes are from guys of H&K

When you wanna kill your enemies but flex on them at the same time

Fun fact: At 4:20, the guy's tie has the Venetian lion in a pattern. This is because Beretta started out by making arquebus barrels for the Venetian Republic in 1526. This also makes beretta the oldest arms manufacturer in the world. (494 years old).

1:26 Hitman at "work" (blending in)

Forged in fire.... chosen by the gods... one gun to rule them all.

If you think about it weapons are one of the leading causes of engineering marvels

Now I don't know if the gun is made in a high tech factory or in a monastery

Sweet Jesus that is a sexy gun

Now I understand why these shotguns cost so much.

this remains one of my favorite videos on the internet 8 years later

This is the most beautiful spaghetti launcher i've ever seen.

It’s so satisfying when all the pieces fit together

Italians and their infallible sense of style. Love it.

3:32 Massive respect to the people who can make this kind of art. The idea of one mistake ruining the whole thing terrifies any idea of attempting to do this.

Imagine aliens find this video called "Human Technology" and its about making a gun.

Do you smell it...? ...The Craftsmanship?

The oldest firearm company in existence sure knows how to make a good gun

4:33 the video was perfectly cutted because that guy forgot to reload

The final product in this video left me breathless. What a beautiful, artistic piece made by some of the finest craftsmen on earth.

that's why i love the Italians.. they gave me 3 good things in life....Cars, Pizza and the Beretta

- "OMG I want one" - Sees prices - "ok, mayne just a Mossberg 590" :(

Beautiful gun. I was expecting the ending to be me crying at my desk with a bottle of whisky and the shotgun on my lap. Great ad, though.

First thing, Damn! Second thing, wow! Beretta is doing something right cuz the weapon is looking beautiful and doesn’t even try to be. And it definitely got my attention.

the renaissance never ended, it was just given a new name.

Before: “break actions shotguns are outdated and have no place in modern defensive or practical use” After: *checks account balance*

Me:I want to sleep RU-vid:shot gun Me:? RU-vid:shotgun Me:ok only this one. . .

RIP Donald Duck.

they got a robot arm just to fling a shotgun barrel around and hand it to a guy...BEST INVESTMENT!!

Gun ASMR

Geez the way they made the gun was a total banger.

I am not a gun enthusiast or even an expert in one -- I'm only here to learn about guns for a novel that I'm writing lol -- but *You got me on the ending.* It gave me goosebumps when he pointed it towards the sky! (plus the organ music) One thing to note is that at first glance, the ending had a sound of flapping wings of pigeons... *BUT* At the same time, I also heard the sound of the clay being catapulted by the machine that shot them into the air, therefore connecting the old tradition of the shooting itself to the new modernity of clay shooting. That's what I noticed. Great video btw. The message is crystal clear from the beginning to the end 🌹

The gun was always there, they just chipped it out of the hunk of steel and wood that it was hiding in. The Italians have a long history be it in the Kitchen, a slab of marble, paintings art forms all. As the the shotgun in question, it's made to shoot and to shoot a lot.

This post was made by Olympia gang.

gUNs aRE JusT mURDeR macHINES this is art

Me when I'm in the the gunsmith making my 725 more OP in MW

"An elegant weapon from a more civilized age"

Beretta is the oldest company on Earth. 500+ years, and always been family owned.

2:51 Here we see a man high off the thrill of capitalism.

Why does a video of a company manufacturing a shotgun nearly bring a tear to my eye?

What a beautiful film. Human Technology: a perfect title.

This brought a tear to my eye... knowing that I can't afford such a beautiful gun

An equally balanced stock made by hand with a chisel and draw knife is the most impressive thing here.

My grandpa gifted me his own Beretta before dying, he loved it, after watching this it's all so more meaningful to me, thanks.

You have to admire the hours of craft and quality that went into its production Beretta a name that carrys its reputation of build and quality

Screw anti-gunners. This is just beautiful.

This just makes me want another beretta. Doubt I could afford this one though 😢

Legends of firearms manufacturing. Beretta is synonymous with quality.

Super video - lucky enough to have recently visited the factory and museum - you sense the pride in the company that the staff have.

Beretta worker gets to the factory *No guns allowed on property*

I wish more companies did cool stuff like this.

I never expected to like what is essentially a gun commercial that much. Good job with the production!

Wow that was beautiful, the gun and the film itself. Masterpieces both of 'em.

That's incredible how technology is developed and how people are talented!

Beautiful Italian craftsmanship, I would love to blow my brain out with this rifle. Love from Germany

we look at weapons as a piece of chaos and destruction... but infact every weapon is a piece of art

you need to make more films like this one

*PETA* be like *TRIGGERED* *Beretta* be like *YES OUR TRIGGERS WORK GREAT*

If you disliked this video because of of politics, you're missing the point entirely and should really rethink your sad life.

What is truly mindboggling - is the usage of 21st century tech to create 19th century stuff. That 5 axis cnc machine cutting out the metal part for the gun - hurt my very soul

I could watch this over and over. It never gets old. Y'all need to do more like this!

Masterpiece.

The precise hands used here is extraordinary

This might just be the most beautiful video in existence.

Shotgun ? Berretta Hotel? Trivago

And peoples still asking why I think guns are beautiful...

Ah yes, the prologue to the infamous game: Duck Hunt

It manages to communicate the esprit, energy, skills, technology, craftsmanship, precision and sheer aesthetics mastery involved in creating a gun. And without saying a single weasel catchphrase you can see these are true people from the alpine valleys. Cut the flummery and get to the meat.

This isn’t just making a gun, This is the making of art

MOM CAN I BORROW YOUR CREDIT CARD? WHAT FOR? A BERRETA SHOTGUN! IS IT UK LEGAL? I SHOULD THINK SO! BUY IT!

That this much ingenuity, precision, labor and care are taken into producing a weapon. Makes you think...

Oh Italy.. Ducati.. Ferrari...Beretta.. Everything's gotta be beautiful. Now I want one.

The Italian army was famous for being ill equipped with poor guns and outdated guns but the good guns that they did have all had one thing in common They were manufactured by Beretta (Seriously their sub machine guns were seen as valuable war trophies and German soldiers kept on producing Beretta 1934 pistols after the Italian government switched sides and kept using them till the end) There’s a bit of history for you, who knew making a smooth bore barrel was so complex?

First name that came to my mind when i was the old man in the suit was Joseph. You may know why.

that's the coolest gun ad iv'e ever seen. And it didn't even have any explosions in it

Kalashnikov : We make cheap weapons to kill with bullets Beretta : we make expencive weapons to kill with art