So, we finally got to see the new QualitySolicitors TV advert the other night. Did you watch Dancing on Ice to see the advert live or did you set your DVR to record it? I did the “modern thing” and watched it on YouTube, after all, who watches TV live any more AND sits through the adverts?
Psychologists and sales people have known for a long time that people/clients act on emotion and then justify on logic. Whether it’s falling in love, breaking up or buying a product or service. And on that level I think the ad has been done really well.
The music is beautiful. The voice is that of Rachel K Collier described by QS as an “up and coming artist”. The song is by Jimmy Cliff originally.
As Neil Rose points out on his post on Legal Week the style of the advert is a million miles away from the”accident ads” you might see on daytime TV…you do watch daytime TV don’t you?
The advert, is, as you would expect, perfectly balanced between men, women, children, creeds and also covers all bases in terms of the different work-types that a QS firm might offer... Here’s my analysis (numbers on the left are the no. of mins:secs through the advert) :-
0:09 - Couple in car (divorce)
0:22 - Family unpacking moving van (conveyancing)
0:35 - The man exiting the building with his “box” (redundancy or perhaps we assume that he quit in a passionate Jerry Maquire type way?) Also, on that point, does the younger guy going into the building smirk at the older guy?
0:49 - Man in shop being fitted out (small business support)
1:03 - Pregnant lady (wills, family work etc)
1:06 - Hearse (wills, probate etc)
1:22 - Cut to cute blonde solicitor to finish
I thought the old lady in the hearse driving past the younger pregnant mum was impeccable timing <g>!
So, having said earlier that I think it connects in an emotional way like no other legal services TV ad that I’ve seen, the big question is whether this campaign, backed by £15m PE investment, will convert into work. That will be the big test and one that I guess we’ll never be too sure about.
My last burning question? I wonder if the blonde is a real QS lawyer?