It’s not often that a lawyer manages to create a piece of epic content marketing in the personal injury legal sphere, less so in the UK than the US. But that’s exactly what injury attorney Jamie Casino has achieved in his recent Super Bowl commercial. In essence, Mr Casino booked out two-minutes of prime-time ad space during the Super Bowl for a local Georgia TV channel and his performance, shown below, has since gone viral across the world. Here are what I would consider to be the 5 most epic and remarkable aspects:-
1. Blockbuster-like headlines
The effect has been tremendous. Headlines in some of the major online media publications referred to his performance as if it were a Hollywood blockbuster:-
- “The Most Epic Super Bowl Commercial Of The Night” (Business Insider)
- “Most Insane Super Bowl ad ever” (SB Nation & Daily Mail)
- “An On-Fire Smash” (NPR)
- “Indescribably Epic” (People)
2. Outstanding PI content marketing – with a trademark flaming sledgehammer
How many lawyers do you know carry a flaming sledgehammer onto the set of a commercial? And with heavy metal music? And biblical references? Probably not many. Jamie Casino has become known locally for his trademark sledgehammer (used to ‘smash money out of stingy insurance companies') and here, with his viral video content, he has taken things to the next level.
3. He wrote, directed and edited the video himself
With the assistance of a specialist media company, it’s amazing that attorney Jamie wrote, directed and edited the video himself, a testament to his passion for his services, his clients, his community and his family. Think about how many personal injury video adverts you’ve watched recently where it’s entirely outsourced to a national company without any of your lawyers appearing or even speaking and you’ll appreciate how different Jamie’s message is.
4. It’s completely over the top
I’m sure that personal injury legal services in the US are far more competitive and advanced, in a landscape that coined the term ‘ambulance chasing’, but does that mean you have to go over the top to stand out? Not necessarily as I outline below. But clearly when Casino goes for it, he really goes for it. Completely over the top would be an understatement. Whether you find this to be completely over the top (many would say it is), potentially causing some reputational damage, or, as the stats will show, to be a really well-planned marketing campaign, there is no doubt that Jamie Casino achieved and exceeded his aims in publishing this video.
5. First, his city, then the world, within minutes
Not only has he become even more outstanding in his local city of Savannah, Georgia, but he has become known globally through his viral performance both through traditional media and online channels. Jamie’s law firm’s brand went viral through the Twitter hashtag #CasinosLaw, quickly through Reddit and other major online media publications within minutes of broadcast. A quick search on Google News or via the Twitter hashtag shows the global reach from a local campaign.
Is it the best approach for all accident claims law firms? I’m sure we’ll be seeing a lot of lawyers trying to emulate or trump this, but it’s certainly not the way the majority of firms should approach their marketing. Every law firm, whether based in the US, UK, Australia or elsewhere in the world, needs to have its online (and indeed offline) legal marketing tailored to suit its own voice and brand identity. A great deal of UK personal injury law firms, and indeed, anyone from abroad looking to reach out to UK citizens with personal injury advertising, will find that a much more nuanced approach is required to succeed in the online space.
A lot of these law firms won’t have the big budgets to attract celebrities to perform in traditional TV advertising and a lot of them won’t have the massive budgets to secure prime-time TV blocks at national sporting events, but the vast majority will have a sufficient budget to really drive forward their online business generation campaigns in other ways. Think organic search benefits through excellent optimised legal content, think social media marketing, think local SEO, think legal blogging, think PPC; the possibilities to have you positioned in your market as a leading influencer in today’s online arena and to connect with potential clients and referrers of business are vast (Read our director Chris’ thoughts on 7 key opportunities). And it’s not just with personal injury; there are so many areas of legal practice, particularly niche ones, that are under-represented online. And while they demand a bit more subtlety than Mr Casino’s extraordinary performance, there’s no reason why you can’t start generating excellent results for your own specialism (note that we will be taking our standards of legal content marketing for our customers to new levels – watch this space.)
Have you seen the video?
If you haven’t seen the video yet, it really does need to be seen to be believed. The main message behind the performance was that Jamie Casino’s brother had been shot dead when Jamie was practising as a criminal lawyer and that, now, as a personal injury lawyer Jamie and his firm can help the innocent claim what they deserve. As per the YouTube description (which doesn’t go into some of the other essential details such as the flaming sledgehammer, biblical references etc):- “An epic 2 Minute Halftime Commercial written and directed by Jamie Casino. The spot features Jamie's brother Michael who was gunned down with his friend on Labor Day 2012. The story reveals how Savannah's Chief of Police, Willie Lovett, deceived the citizens of Savannah after four homicides took place Labor Day weekend. Jamie Casino, a personal injury attorney with a large practice based in Savannah, GA created the ad to set the record straight in the Biggest Game of the Year, Super Bowl XLVIII.”
As an aside, one of our colleagues and a well-known legal services champion, Stephen Gold, recently published his 12th instalment of ‘How Not To Win Business’ in The Journal Online (available here and on Stephen’s new website here) and noted that as he was writing his blog post about the importance of planning for success, Paul McCartney’s “Long and Winding Road” came on the radio. Well, coincidentally, as I write this post about epic legal marketing, a certain epic Hans Zimmer playlist has been playing on YouTube.
Lastly, hat-tip to Scottish Legal News for raising our awareness of the news in their recent newsletter earlier this week.
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What do you think about Jamie’s Super Bowl commercial? Would you have anything to add to the 5 points above? Get in touch on Twitter or on our LinkedIn Group. If you’re interested in learning more about online business generation for your law firms, or for a free website audit, get in touch here.