Saga lampoons ‘jargony’ lawyers in first legal services TV adverts

Print This Post

By Legal Futures

13 February 2015


Advert: a nightmarish vision?

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 has a history of digging at lawyers, claiming after it launched its legal services arm that some lawyers may be exploiting bereaved families by overcharging for probate.

In November 2013, it formed a joint venture alternative business structure with Parabis, saying it aimed to rebalance a market that “appears to be stacked in favour of the provider rather than the consumer”.

Last year the company told potential investors that it sees a “significant opportunity” to expand the customer base of Saga Law.

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.”

 



Leave a comment

* Denotes required field

All comments will be moderated before posting. Please see our Terms and Conditions

Legal Futures Blog

Is your marketing budget actually delivering a return?

Qamar Anwar 2

“Half the money I spend on advertising is wasted: the trouble is I don’t know which half.” Marketing pioneer John Wanamaker may have been forgiven for his lack of insight into his advertising budget back in the late 19th century, but what of today’s marketers? Surely in today’s data-driven age, accessing and utilising marketing budget data is commonplace? But in a world where there is a plentiful supply of data and information to aid marketing planning and decision making, it was quite shocking to see in new research that so many firms are investing in marketing activities that they openly admit are neither important nor effective.

October 19th, 2017