The Co-op Launches First Legal Services Campaign

The Co-operative Group is unveiling the first-ever advertising campaign for its legal services on June 5, to promote the business’ emphatic approach to its customers. 

The Co-operative Legal Services ad campaign, created by Leo Burnett, will include TV, radio, social and press. The multi-million pound campaign will focus on the impact of complexities of the legal world on people and highlight the Co-operative Legal Services’ simple and straightforward approach. 

 

The TV campaign, ‘Voice of Law’, features kids trying to understand legal jargon, and ends with a voiceover that says: “We know how legal matters can make you feel…” The ad campaign plays on the promise of honest advice and clear pricing, dropping the use of jargon and providing fixed fee services and will continue to use the tagline: “Here for you, for life.”

The TV ad has been directed by a former barrister, Jamie Rafn. He recently directed the first season of BBC sitcom Roger & Val Have Just Got In featuring Dawn French. Last year, Rafn directed a Budweiser campaign that premiered during the Super Bowl. Media planning and buying is through Rocket PHD.

Ian Mackie, Director of Marketing, the Co-operative Legal Services said: “The launch of a major advertising campaign is part of our move to support the expansion of our legal services. “Our Co-operative offer has never been more relevant because of the changes to legal aid and the questions it raises about access to justice. We believe it’s vital to make it as easy as possible for people to gain access to legal advice in an affordable way. The campaign is designed to support our promise to offer straight talking advice and fixed-fee products to give people peace of mind regarding costs.”

Co-operative Legal Services (CLS) is one of the first alternative legal business structures in the country, and focuses on six areas of law: family, will writing, probate and estate administration, conveyancing, personal injury and employment law. In September 2012, it launched a family law division, which offers fixed-fee legal services.

Credits

TV Credits:
Client The Co-operative Legal Services
Creative agency Leo Burnett London 
Copywriter Phill Meyler
Art director Darren Keff
Creative Directors Richard Robinson & Graham Lakeland
Media agency Rocket PHD
Planner (media agency) Ben Harrison
Production Company Smuggler
Director Jamie Rafn
Editor Mark Edinoff at Work
Post-production MPC
Audio post-production 750 MPH

Print Credits:
Creative Directors Richard Robinson & Graham Lakeland
Copywriter Laurie Smith
Art director Steve Robertson
Head of Art Simon Pederson
Photographer Jason Hindley