Jamie Casino Super Bowl Ad: Legal Marketing at Its Best? Or Worst? [Video]
Sunday, February 9, 2014

Unless you live in Savannah, GA, you missed Savannah personal injury attorney Jamie Casino’s Super Bowl ad that ran locally during halftime.  Or maybe you have seen it, since it has been blowing up all over the Internet since Sunday.

Words simply cannot describe it, so you have to watch it:

So the question you may ask is, is that the best injury lawyer ad ever...or the worst?  My answer is an unequivocal: both.

First, the best.  This ad has already gotten 5 million views on YouTube and lots of marketing blogs are writing about it, including the Wall Street Journal Law Blog, the Huffington Post and AdWeek.  So that’s millions of more eyes on Jamie Casino’s ad.  Whatever he spent (and remember it was a local buy, not national, which would have cost him $16 million for 2 minutes), he got his money’s worth when it comes to visibility. 

Now, one could argue that national exposure like this is simply vanity marketing, since his website says that he is only licensed to practice in Georgia.  He’s not going to represent a Phoenix or Miami or New York client. 

But vanity or not, you can’t deny that potential clients in Savannah who saw the ad will remember the name “Casino” if they ever need an injury lawyer.  He’s done a great job of branding himself in a hugely memorable way and stayed true to that brand already established by a number of hammer-smashing TV spots he has already run in Savannah.

And if by chance someone forgets his name, all they have to do is Google “Savannah lawyer Super Bowl ad” and there he is.  So his brand exposure has given him big-time and long-term visibility.

Now, the worst.  People commenting on the ad online (maybe other attorneys?) say the bombastic, in-your-face, metal music screaming spot is a perfect illustration of stereotypical bad injury law advertising.  Lots of people cringe when they see these ads, and that would include lots of other attorneys who prefer a more low-key approach.  So, yes, the ad does reinforce that stereotype.

And there is another cringeworthy factor: using a loved one’s tragic death to sell your legal services.

But overall, I would say that the Jamie Casino Super Bowl ad is a big win for the guy.  As for other lawyers who hate it, I am sure he couldn’t care less.

I have always encouraged attorneys to take the path less traveled when it comes to marketing their law firms.  I would certainly never have to teach that lesson to Jamie Casino.  He gets it.

 

NLR Logo

We collaborate with the world's leading lawyers to deliver news tailored for you. Sign Up to receive our free e-Newsbulletins

 

Sign Up for e-NewsBulletins