LegalShield Campaign Reminds You That Some Laws Are Stupid

Did you know that there are more laws in the books than you'd ever imagine, including some pretty stupid ones? For example, in Pocatello, Idaho, it's illegal not to smile. Crazy right?! We thought so too. Thankfully, LegalShield knows the law inside and out and can give you expert advice for anything from traffic tickets to sasquatch encounters, making you legally ready for all of these in their 'Stupid Laws' campaign. 

The new campaign houses a collection of TV spots, including the ‘Beaver,’ ‘Garage Sale,’ ‘Tornado,’ and ‘Airplane.’ The spots were all directed by award-winning Swedish music video director Vedran Rupic, who ghost wrote the rap in ‘Noisy Neighbours,’ featuring a group of milk-loving, rap-battling sasquatches. 

"The legal industry felt very cold and stuffy, so we wanted to change the tone of that. If lawyers can have a sense of humour and be a little self-deprecating, it suddenly makes them a lot more approachable," says The Martin Agency creative director, Dave Gibson.

To help the case, the brand has also partnered with satellite navigation software Waze to launch a 'Stupid Laws Route' experience along one of America's busiest routes, the I-95 - the country’s main interstate highway that connects the East Coast all the way from New York to Florida. The partnership was concepted by The Martin Agency and brokered by Mediahub and is the first-of-its-kind branded route for Waze. 

How it works: Each time users cross a new state border on I-95, they'll be served up a stupid law from that state along with encouragement for drivers to 'Be Legal Ready' with LegalShield   .

“As we head into the holiday travel season and more than 53 million people hitting the road for Thanksgiving travel last year, we knew millions of people would turn to Waze to avoid the traffic and get them to their destinations. The custom Waze program leverages a layered targeting approach to identify those drivers who are traveling outside of their daily routines and along I-95, a major route that’s one of the most trafficked for the holidays. This creative media strategy plays off the campaign’s video spots and adds a fun and unexpected dimension to road trips while driving home LegalShield’s message to Be Legal Ready, wherever you are,” added Jacob Frost, VP, media director, Mediahub.

This is the first work for the brand since both The Martin Agency and Mediahub became agencies of record. The Martin Agency is tasked with building creative brand platforms, performance marketing, social, digital, PR and activations. Mediahub is handling full-funnel media buying and planning, led by the agency’s New York office with support from across its US network.