Top 12 Best Attorney Ads and Commercials

Attorney advertisements dominate our screens daily – some grab attention with powerful messages, while others leave lasting impressions through unique approaches. From billboards to social media, these ads showcase how law firms connect with potential clients who need legal representation.

Whether you're a personal injury attorney or a corporate lawyer, effective advertising helps potential clients understand your expertise and value proposition. This is why many law firms invest heavily in attorney advertising. In 2023, law firms invested over $609 million in 650,000 legal service advertisements across digital, print, radio, cable, and network television.

In our roundup of best lawyer commercials, we'll examine 12 successful ads across 4 categories, share a 5-step guide to creating TV commercials, and compare the effectiveness of television versus online advertising for law firms.

Hard-Hitting & Direct Attorney Ads

1. Morgan & Morgan – "Everywhere for Everyone" (2018)

The “Everywhere for Everyone” commercial by Morgan & Morgan is powerful and direct, with John Morgan delivering a passionate speech. This ad works because of its authenticity and emotional appeal. Morgan’s direct-to-camera approach adds a personal touch, making viewers feel understood and supported. The slogan “everywhere for everyone” reinforces the firm’s message of accessibility and nationwide presence, establishing a strong brand identity for their law offices.

2. Sweet James Bergener – “I’m Calling the Boss” Featuring Danny Trejo (2020)

In this ad, Danny Trejo, known for his tough-guy roles, humorously admits, “I’m calling the boss” – Sweet James Bergener. This works because of Trejo's surprising role and the ad's creative approach, which breaks away from traditional law firm commercials. It combines entertainment with professionalism, making legal services seem approachable while maintaining the gravity of seeking legal help, especially for a personal injury attorney.

3. Kenneth S. Nugent, P.C. – "One Call, That's All" (2020)

Kenneth S. Nugent's “One Call, That’s All” ad is memorable for its simplicity and urgency. The slogan itself is catchy and sticks with viewers long after the ad ends. It works because it simplifies the legal process, making it seem less intimidating and encourages immediate action. By focusing on a single, clear message, the ad ensures that prospective clients remember how painless it is to get help from the firm.

Humorous & Outrageous Lawyer Commercials

4. Divorce Attorney Marilyn York – "Duct Tape It" (2019)

York's commercial uses humor to tackle the sensitive topic of divorce, focusing on men's and fathers' rights. The ad suggests a simple solution to marital problems: duct tape, creating memorable comedy around a serious subject. This approach works because it makes a delicate topic approachable while specifically targeting male clients. The key features include clever humor, targeted messaging, and the ability to make divorce law feel less intimidating.

5. Scott T. Foster Law – "Walking Zombies" (2014)

Scott T. Foster Law's "Walking Zombies" ad captures attention with its zombie apocalypse theme, tapping into popular culture. Airing during AMC's "The Walking Dead" Season 5 premiere, it cleverly portrays insurance companies as zombies and attorneys as heroes. The humorous and engaging visuals make a lasting impression, highlighting the firm's commitment to fighting for clients against "zombie" insurance companies. This innovative approach creates a unique and memorable brand image.

6. Jim Adler –  "The Texas Hammer" (2018)

Jim Adler's "The Texas Hammer" ad is impactful due to its bold branding and aggressive tone. Adler's direct approach, combined with memorable slogans like “I don’t talk the talk; I walk the walk!” and “pound” insurance companies, instantly resonates with viewers seeking aggressive advocacy. The hyperactive visuals and Adler's commanding presence ensure the ad is unforgettable. This consistency across all advertising mediums has cemented Adler as a cultural marker in Texas.

Most Popular Attorney Commercials

7. Isaacs & Isaacs – "Hammer In Space!" (2020)

This sci-fi-themed commercial takes legal battles to space, with the firm fighting insurance companies portrayed as galactic militia. The approach works because it combines entertainment with legal messaging in an unexpected way, making it memorable and shareable. The key features include high-quality special effects, creative storytelling, and a unique take on the standard "fighting for you" message.

Online advertising is one of the most effective ways for law firms to generate leads. A study by WordStream found that the average conversion rate for Google Ads across all industries is 3.75%, with the legal industry often seeing even higher rates (7%) due to the urgent nature of legal services.

8. Mike Morse Law Firm - "Masked Man" (2021)

The “Masked Man” ad by Mike Morse Law Firm, aired during the Super Bowl, showcases the firm's creative storytelling. The superhero motif positions Mike Morse as a champion for the injured, with cinematic quality and professional visuals. It works by creating a strong emotional connection with the audience, emphasizing the firm’s dedication to clients and making a lasting impression.

9. Jamie Casino – Super Bowl Commercial (2014)

Jamie Casino’s Super Bowl commercial tells a dramatic personal story with high production value, resembling a movie trailer. The powerful visual storytelling and emotional appeal effectively convey the attorney's passion and commitment. This ad stands out by creating a compelling personal brand and connecting deeply with potential clients, positioning Casino as a criminal defense attorney who truly understands the impact of crime and justice.

10. Harris Personal Injury Lawyers – Super Bowl Commercial (2019)

Harris Personal Injury Lawyers’ Super Bowl commercial uses emotional storytelling to highlight the firm’s compassion and dedication. Featuring real client stories and a strong call to action, it addresses key concerns of potential clients. This approach builds trust by creating an emotional connection, reassuring clients that their lawyer will fight for them, which is crucial for a personal injury law firm.

Heartfelt & Emotional Law Firm Ads

11. Trolman, Glaser & Lichtman – "Power" (2010)

The "Power” commercial humorously addresses unrealistic expectations from clients, educating them on what constitutes a valid personal injury case. Using a relatable scenario, it effectively conveys its message through simple storytelling. By portraying a client with an unrealistic claim, the ad helps attract genuine clients while deterring those with unrealistic expectations, making it memorable and impactful.

12. Trantolo & Trantolo – "Protect Your Family" (2020)

Trantolo & Trantolo’s “Protect Your Family” ad makes an emotional appeal, focusing on family protection. The powerful visual storytelling and clear call to action create a personal connection with viewers. This approach builds trust by emphasizing the firm’s commitment to clients. The ad’s emotional resonance and clear messaging effectively communicate the firm's dedication to protecting families.

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Elements of a Successful Law Firm Commercial

Creating a standout commercial requires a delicate balance of creativity, professionalism, and strategic messaging. The most impactful ads in the legal industry share several key elements that contribute to their success:

• Compelling storytelling: Effective commercials often use narrative techniques to engage viewers emotionally, making the firm's message more memorable and relatable.
• Clear message and call to action: Successful ads communicate their core message succinctly and provide viewers with a clear next step, whether it's calling for a consultation or visiting a website.
• Targeted audience: The best commercials are tailored to resonate with the firm's ideal clients, addressing their specific needs and concerns.
• Visual and audio quality: High-production values, including professional cinematography and sound design, lend credibility and polish to the firm's image.

How to Launch Your First TV Commercial in 5 Steps

Creating a TV commercial for your law firm can significantly boost your visibility and client acquisition. While it requires substantial investment, a well-executed commercial can deliver impressive returns. Here's a comprehensive guide to launching your first TV commercial:

1. Define your goal and audience: Before investing in TV advertising, clearly outline your objectives and identify your ideal viewers. Consider what your ad offers, how it will resonate with specific demographics, your budget constraints, and whether your firm can handle an influx of new cases.
2. Create a compelling script: Your script should tell a powerful story that resonates with potential clients. Make sure it is engaging, clear, and conveys your core message effectively. Keep it concise and focused, leaving a lasting impression on viewers.
3. Partner with a production team: Select a production agency experienced in the legal profession. Review their portfolio, past results, and understanding of legal marketing regulations. Ensure your partner can deliver quality within your budget while maintaining your firm's professional image.
4. Choose the right TV channels and timing: Your channel selection and airtime depend on various factors, including your target audience's viewing habits and your service area. Local TV spots often provide better ROI for region-specific practices, while national coverage suits firms with broader reach.
5. Measure and optimize results: Track your commercial's performance through metrics like call volume, website traffic, and new client consultations. Use these insights to refine your advertising strategy. Remember that your TV commercial can be repurposed for digital platforms, extending its reach and return on investment.

TV vs. Online Law Firm Advertising: Which Drives More Clients?

While TV commercials can build brand awareness, online advertising is often a more cost-effective strategy for today's law firms. And when you look deeper into the cost, the financial implications are significant - a basic 30-second commercial production starts at $10,000. Then add airtime costs, which average $115,000 for a 30-second national TV spot. Prime time slot costs, such as airing during the Super Bowl, are even higher. These figures don't include ongoing placement fees and production revisions that often arise.

In contrast, digital ads through Google, Facebook, and lawyer websites like Avvo offer more affordable cost-per-click models, often in the $15-$50 range. Online advertising provides a range of activities at various price points, such as Google Ads ($1-$2 per click), Facebook Ads ($0.50-$3.00 per click), and sponsored content on legal websites ($500-$5,000 per post).

What truly sets digital advertising apart is its measurability. While TV campaigns offer limited tracking capabilities, online platforms provide detailed analytics through tools like Google Analytics, Facebook Pixel, and other tracking software. This data allows firms to monitor cost per lead, conversion rates, and ROI in real-time, enabling immediate optimization of campaigns.

Final Thoughts on the Law Firm Ads

While traditional legal advertising is still quite popular, the best attorney commercial strategies extend beyond TV spots. So, what is the best advertisement for a lawyer? The answer is a strategic mix of digital marketing and targeted campaigns. Your investment in online advertising isn't just to get your law firm immediate results, it's to build trust, establish your brand, and create sustainable lead generation.

Grow Law Firm is your reliable partner, driving more leads to fuel your law firm's growth and boosting your visibility with profitable pay-per-click (PPC) campaigns for lawyers that attract paying clients. Just contact our ad agency today to discover how our expertise in online advertising can help you draw more clients and grow your practice.