New Benny’s Ad Features Convicted Murderer

New Benny’s Ad Features Convicted Murderer

A convicted murderer is featured in Benny's new ad, "The Biggest Little State in the Union" -- and while some are defending the move, others are criticizing his inclusion in the TV spot.

Sal Monteiro was convicted of second degree murder after his involvement in a carjacking in 1992, when Fernando Silva was killed protecting his eleven month old child in the backseat. Monteiro’s accomplice, Eugene Depina, was the one who shot Silva.  Monteiro served more than a decade at the ACI in Cranston for the crime.  

Efforts to reach the victim's family were unsuccessful.

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He is one of dozens of Rhode Islanders featured in the new Benny's ad. 

“I think it's terrible, they could have had a better person to represent Rhode Island.  He's someone who did a pretty serious murder bid,” said Richard Ferruccio, President of the Rhode Island Brotherhood of Corrections Officers.  “I don't think he belongs in the commercial.”

Monteiro has since been a Director of Training with The Institute for the Study and Practice of Nonviolence in Providence.

"I understand all sides here," said Monteiro when reached on Thursday. He said he had no further comment.

Benny's PR head stood by the store's decision to go with Monteiro. 

“In my view, and I can't speak for Arnold [Bromberg, owner of Benny’s], but Sal's paid his debt, served his time, and has turned his life around to do an amazing job educating folks in the community -- he's put his heart and soul into this,” said Dante Bellini, who does public relations for Benny’s. “I feel sad for folks who might feel differently.”

“I don't the specifics of the incident, I only know the larger context,” said Bellini of the murder.  “I have nothing bad to say about Sal, but I can see how people will have different opinions about our asking him to be in our spot.  We try to represent Benny's as a reflection of who our customers are -- and that’s all individuals, classes, and color.”

Pulled from ACI

In 2014, WPRI did a segment on Monteiro, who was being paid to teach nonviolence to inmates at the ACI — noting that Silva’s family was opposed. 

“That was before Sal got pulled [from the ACI],” said Ferruccio. 

Ferruccio noted that Monteiro was removed from his work at the ACI after a video surfaced of Monteiro talking about how prison guards want violence in the prisons, for the sake of their jobs. 

VIDEO: See Monteiro on Prison Guards HERE

“It was the Department of Corrections that kicked him out, “ said Ferruccio. “I’d never had a problem with him, but it was a dumb move when he said those things.”