Saga lampoons ‘jargony’ lawyers in first legal services TV adverts
By Legal Futures
13 February 2015
Advert: a nightmarish vision?
Over-50s company Saga has launched the first television advertising campaign for its legal services division, satirising the notion of lawyers being long-winded.
There are two adverts, one for will-writing and the other for probate services (see end of article to watch them), which envisage what life would be like if everyone spoke like a lawyer.
“Even something as simple as ordering a pint at your local would become a baffling ordeal,” Saga says.
The wills advert begins with a man outside a pub wishing his friend “Salubrious departure, Bri. Send my positive sentiments to your progeny”, after which actor Michael Fenton Stevens turns to the camera with the question: “Imagine if everyone spoke like a lawyer.”
The probate advert is set in a restaurant and starts with a cloakroom attendant asking a customer, “May I deposit your sleeved outer garment in our storage facility?”
The spots emphasise Saga’s proposition that it “likes to keep things straightforward”, especially with legal services, and cut through the jargon. It promotes Saga’s fixed-fee proposition and highlights the fact that people can call seven days a week.
The campaign, which also includes 10-second cut downs promoting Saga’s conveyancing services, is supported by radio spots.
Saga’s marketing director, Amanda Hoskins, said: “The campaign raises awareness of Saga shaking up the legal market, by offering a service which, amongst other things, is simple and straightforward. We have worked hard to make them clearer for our customers.”
David Boscawen, group MD of advertising agency VCCP, which was behind the campaign, added: “People find legal services complex and hard to understand but they do have an inherent trust in the Saga brand to deliver a great service at a fair price, and we wanted to reflect this.”
Lawyers will give you any number of reasons why their win-loss rates in court are not accurate reflections of their legal skills. Yet a growing number of companies are evaluating lawyers by this standard – compiling and analysing lawyers’ litigation track records to help consumers and businesses make more-informed hiring decisions. The shortcomings of evaluating lawyers by win rates are many. Not least of them is that so few cases ever make it to a win or loss. Of equal concern is that, in the nuances of law practice, it is not always obvious what constitutes a win or a loss.