Worst, and Best, Legal TV Ads: Watch Now

Today we’ve lined up two spots that Network Affiliates has produced for our clients. We’d like you to take a look at these and then jot down a two-column list of what elements were effective and ineffective in these commercials.

As you watch the videos, consider the following questions:

  1. What was my gut reaction? Did I feel the message was amateur, cheesy, condescending, complex, etc.?
  2. How clear was the overall message?
  3. Could I remember the name or phone number of the law firm?
  4. What sounds and images stuck in my mind the most?
  5. What were a few things that made certain firms stand out from the rest?
First up is this commercial we produced for the Mani, Ellis & Layne Called “Shattered.” Nearly a year in the making, “Shattered” is a testament to where a big idea can take lawyers who are willing to do the due diligence. After you view it, jot down a short list of what you liked (or didn’t like) about the ad, and why you think it was (or wasn’t) effective.

 

Shattered:

Next, take a look at this commercial we produced for Brown & Crouppen. We think you’ll see that this is a legal ad that works for a variety of reasons. Again, after you view it, jot down a short list of what you liked (or didn’t like) about the ad, and why you think it was (or wasn’t) effective.

 

Brown & Crouppen Spot:

Done watching? Before we give you our reasoning, see if you can pinpoint the No. 1 reason why these two ads have been so successful in today’s marketplace.

Here’s our take:

“I think the biggest thing missing from [typical legal ads] is a story. Most are centered around the lawyer or law firm: how good they are, their experience, the results they get, their awards. Rarely do legal ads engage viewers with emotion and storytelling. . . Of course the law firm is the answer, but we don’t spend 30 seconds saying that. There are enough lawyers talking to the camera, standing in front of bookcases. What resonates and becomes memorable are commercials that engage the viewer on an emotional level.”

Jeff Feierstein, Vice President Production Services for Network Affiliates.

Thinking about your next commercial? See how Network Affiliates can help you can take it to the next level.

 

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