If the Super Bowl is any indication, funny and engaging commercials have the ability to capture our attention and get us talking. History has proven they can also be effective for lead generation for lawyers.
And with television being the second most profitable advertising medium for businesses, many brands see massive success from TV advertising. The same can be said for lawyer commercials — assuming the content is interesting, thought-provoking, or humorous. Though it might seem difficult to make legal subjects, well… interesting… there are several law firms that got it right!
We’re rounding up the best lawyer commercials we’ve seen, both on TV and online. Plus, we share pro tips for how to create an engaging commercial for your own practice!
Do Commercials Still Work for Lawyers?
The answer to the questions of whether commercials work for lawyers is… It depends.
The success you’ll see from TV commercials will depend on where your target audience consumes media, the subject matter of your commercial, your law firm advertising budget, and your creative capabilities.
For instance, law firms that work with older and/or more sedentary populations may see better results from TV advertising since their audience consumes more TV. Whereas other law firms, that might work with younger audiences or business owners, may see better results from online commercials.
In short, commercials CAN and DO work for some lawyers, but especially for those that put in the work to understand their target audience and create unique, engaging ads.
What Makes a Successful Lawyer Commercial?
Ranking the “best” lawyer commercials is somewhat subjective. There are many different approaches to crafting commercials, as well as different tastes when it comes to enjoying media.
To keep things simple, we have ranked the top lawyer commercials based on the following criteria:
- Creativity and originality in the commercial’s concept
- Presence of memorable or attention-grabbing elements
- Effectiveness in conveying the lawyer’s expertise/credibility
- Emotional appeal and resonance
- Presence of a clear call to action
- Overall production quality
- Relevance to the target audience and their needs
- Overall entertainment value and enjoyment
The Best Lawyer Commercials Ever
So, what lawyer commercials caught our attention and have got people buzzing? Here are our top picks for the best lawyer or law firm commercials of this year.
1. 2020 Super Bowl Commercial – Mike Morse Law Firm
This Michigan-based law firm hits hard with this edgy, eye-catching commercial. The opening line, “Insurance companies hate us…”, grabs your attention right away, as does the ax-grinding and ax-throwing visuals. Plus, the analogy of insurance companies “taking aim” with an ax and missing the target (i.e. the law firm’s strategy) is unique, memorable, and aggressive, resulting in an effective commercial.
2. “Paper Boy” George Sink Personal Injury Attorney
This cute and nostalgic commercial starts with the story of a paper boy, delivering news right to peoples’ doorsteps. Today, attorney George Sink delivers “good news” to his clients by landing them the settlements they deserve. The commercial closes with George Sink speaking to the camera and prompting viewers to call their number (999-9999) – a clear call-to-action!
3. Browne Law Group: No B.S.
When most people hear “personal injury attorney,” they envision a distant, wealthy figure trying to sell them services they don’t need. Browne Law Group breaks that stereotype. This commercial shows viewers this isn’t your typical suit-and-tie law firm. Byron opens with humor (shoving the scales off the table) and then shares that he personally handles each case. The commercial is funny, unique, and effective.
4. Nussbaum Law Group Attorney Profile
Lawyer commercials don’t have to follow the funny track in order to be effective. The Nussbaum Law Group ran an inspirational ad, telling the story of the law office’s founder and early beginnings. Users get a good sense of the law firm’s values, their approach, and the cases they take on. Also, the production quality is top-tier!
5. Bryan Wilson, the Texas Law Hawk
Nothing says “Texas” like a screeching eagle, the American flag, and an attorney on a motorcycle… right? Well, this commercial is certainly unique and entertaining. Bryan Wilson — the “Texas Law Hawk” — talks about his aggressive, passionate approach to legal representation. Is the ad a little out there? Yes. Is it memorable? We’d bet you’ll remember this one for a while.
6. “We Stand Tough” – Jim Adler
Jim Adler is well-known for his crazy, creative commercials. In “We Stand Tough,” he compares his strong approach to a sledge hammer, taking on a massive semi-truck. Even the biggest of cases is no match for “tough” Jim Adler and his practice. Also, it appears that flames are a common occurrence in attorney ads.
7. The Brough Law Firm’s TV Commercial
The Brough Law Firm does a great job of highlighting a client’s story, allowing them to talk about their own experience with the firm. The testimonial speaks for itself. While the commercial isn’t anything wonky or over-the-top, the production quality and heart-felt approach makes this a winner in our book.
8. Legend of Law – Attorney Ken Nugent
If you like old Western movies, you’ll love this commercial from attorney Ken Nugent. The baritone voice over and Old West music makes this commercial a memorable one, adding a touch of humor to what might otherwise be a pretty simple ad. Plus, the tagline is pretty catchy: “One Call, That’s All.”
9. “Machete” – Trolman, Glaser & Lichtman
This style of commercial is called “burying the lead,” where it takes a while to get to the punchline but, when you do, it’s usually hilarious. In this case, a woman talks about her terrible, traumatic injury… which ends up just being a paper cut. While Trolman, Glaser & Lichtman does take on personal injury cases, they can’t win them all. Well, at least when it comes to fighting a paper cut.
10. Jamie Casino’s 2018 Super Bowl Commercial
This commercial takes a darker, more sinister approach of villainizing attorneys that take advantage of clients. The main character (assumed, the lead attorney) takes to smashing the TVs depicting these shady lawyers, stating, “There are many TV lawyers, but there’s only one Jamie Casino.”
11. “Not Real Money” – Stevens & Ward
Stevens & Ward is another law firm that seems to poke fun of the traditional, spammy attorney ads. Basically, a paid actress claiming to make a ton of money from a settlement doesn’t mean that a law firm is legit. This lawyer commercial takes a more wholesome, honest approach – “because honesty pays.”
12. “Its Personal” – Bonilla Law Firm
Many lawyers are reviled for being heartless or impersonal. Not Bonilla Law Firm. In their commercial, they explain how every case is personal to them, with their own families growing up in the community. They work hard to win every case, not for the money but because it’s the right thing to do.
13. “Walking Zombies” – Scott T. Foster Law
Talk about a commercial that’s not for the faint of heart! This lawyer ad starts out with a scene of gruesome, bloody zombies, preying on a woman who has just been in a minor car accident. The metaphor? You could have guessed it – the insurance companies are the “zombies.” Fortunately, the Law Office of Scott Foster is here to protect you – and earn you the settlement you deserve!
14. “Masked Man” – Mike Morse Law Firm
A commercial of few words can still say a lot. In this Mike Morse Law Firm commercial, they take a silent movie approach – with black and white visuals and captioned interstitials. The viewer gathers that Mike Morse is the mysterious “masked man” that’s coming to their rescue, protecting citizens around the city. It’s creative and very fitting to the times of the emerging Covid-19 pandemic.
15. “Campion Commercial” – Gomez Trial Attorneys
Some lawyer commercials touch on the firm’s community involvement rather than their hard-hitting legal expertise. And this is a great way to build trust and rapport with the local community! Gomez Trial Attorneys does this right, with a touching commercial about their involvement with the Community Youth Athletic Center. Here, everyone is a champion, and Gomez Trial Attorneys are champions for their clients!
16. Big Resources – Harding Mazzotti, LLP
The Harding Mazzotti law firm hits it big with this educational, compelling commercial. They speak directly to the little guy – victims of injuries that are tempted to accept an insurance company’s first offer. Harding Mazzotti has the resources to take on even the biggest of insurance companies, landing their clients the settlements they deserve.
17. Davis Law Firm, Personal Injury Attorneys
Personal injury victims who are looking for a fierce advocate are in the right hands with Davis Law Firm. The commercial gets straight to the point, speaking directly to victims of car and vehicle accidents. The production quality is professional yet simple. This makes for an eye-catching and effective ad.
18. How Cool Is William Mattar? – William Mattar Law Offices
This commercial aims to connect with the audience in one of many relatable ways – cool factor. The focus is on portraying attorney William Mattar as a relatable and “cool” figure, showcasing his engaging personality in a fun way – and dedication to his clients hinting at another ‘cool’ factor of a client winning a settlement. The ad features various scenarios highlighting his charisma, while emphasizing that he genuinely cares about helping people. This approach humanizes the lawyer and makes him more approachable to potential clients, and the production of the commercial creates a memorable and inviting experience.
19. “Ambulance Chaser” – Mike Morse Law Firm
This award-winning commercial plays out almost like a movie and in the end sends a positive message about the firm’s values. It is a humorous take on the negative stereotype of personal injury lawyers. In the ad, Morse is shown literally chasing an ambulance on foot, only to reveal that his firm doesn’t engage in such behavior. The clever twist and self-awareness disarm critics and show Morse’s ethical approach, while the humor makes it memorable.
20. “Free Advice Series” – 2019 Super Bowl Commercial – Brown & Crouppen
One of the best ways law firms can connect with prospective clients is through community. Especially when it’s paired well with humor. Brown & Crouppen’s commercials are often recognized for their creativity and for addressing topics in a way that resonates with viewers, helping them stand out in a crowded legal market. In this commercial – produced as a series – they leverage humor and community to foster a strong connection with potential clients by directly addressing a local issue. In this particular case, the commercial’s message is aimed at St. Louis Rams (NFL) owner Stan Kroenke after the team’s relocation – even referencing a statement that became a widespread local trend. With a clever approach to offering legal advice on a topic that attracted a lot of attention in the city, the firm catches the local audience’s attention in a light-hearted way while subtly making a statement about community values. (edited)
Just for Fun
While these may not be commercials by attorneys, they are certainly entertaining videos about attorneys. Here we share a few “just for fun” videos about lawyers and the often cringey commercials that hit the digital space.
Lawyer Commercial written by AI Bot – Keaton Patti
What would a lawyer commercial sound like if it was written by an AI bot? This producer used AI to analyze dozens of lawyer commercials and write a script for a funny, lighthearted video.
“Attorney Ad” – Saturday Night Live
Saturday Night Live is a popular comedy show that covers everything from pop culture to politics. It’s not surprising, then, that they did a spoof of awkward and uber-promotional attorney commercials. Perhaps it’s a lesson in what NOT to do.
Better Call Saul Commercial
If you’re a fan of sitcoms, you’ve likely seen or heard of the show Better Call Saul. Saul is a con artist turned criminal defense attorney based in Albuquerque, New Mexico. He brings an earnest humor to this fake lawyer commercial.
How to Create a Successful Lawyer Commercial
Ready to create your own entertaining or humorous lawyer commercial? Fortunately, you’ve seen quite a few examples to inspire your strategy.
At Hennessey Digital, we’re all about empowering law offices with creative, effective marketing solutions. Here are a few tips on how to create a successful lawyer commercial to get you started:
- Tell a Story: One way to create an engaging commercial is to tell a story that relates to the main message or topic. Whether it’s a funny anecdote or a heartwarming memory, a well-crafted narrative can make your commercial more memorable and effective.
- Consider Your Audience: Different types of audiences have different tastes, likes and dislikes, and interests. It’s important to understand who you’re targeting and then tailor the commercial to resonate with them. Be sure to pick a topic and format that makes it as though you’re speaking directly to them.
- Keep it Light: While legal matters can be serious, your commercial doesn’t have to be! Use humor to lighten the mood and make your firm more approachable. Just make sure not to trivialize important issues or offend anyone in the process!
- Add Visuals: Use creative visuals like images, video clips, and transitions to enhance your message. Visuals help bring your commercial to life and make it more engaging for viewers.
Advertise Your Law Office with Hennessey Digital
Lawyer commercials don’t have to be stuffy or aggressive. There are many creative ways to stand out, get noticed, and attract more clients. At Hennessey Digital, we develop digital marketing strategies to help law firms like yours get found online.
From video marketing to social media to SEO, we’ll support you in getting more traffic and clients. Got a project in mind? Contact us for a free consultation today.