This year’s Super Bowl ad by Savannah personal injury lawyer Jamie Casino takes an epic but scattershot approach to the topic of bullying that is likely to confuse those unfamiliar with Savannah politics and Casino’s personal history.

Casino’s 2014 Super Bowl ad—his response to his younger brother’s murder—was a surprise hit on YouTube, garnering almost 5.7 million views. As he did last year, Casino ran his TV ad locally in Savannah during Sunday’s Super Bowl, then posted it on YouTube. So far it has attracted only about 11,000 views.