Lawyer TV Ads – High Volume vs High Production Values

When producing TV spots for our client’s law firms there should be a balance between the tone of the message and the high production values.

/CEPACLaw.com/Kevin Quinlan/ 03/19/2009

Our shop has always believed that when producing TV spots for our client's law firms there should be a balance between the tone of the message and the high production values we incorporate.  We view our task as threefold.  Creating awareness, driving traffic and maintaining an image for our client and the legal profession as a whole.  For our clients and our firm, it is a matter of ensuring that consumers are able to find justice even when they lack the personal network to get the proper referral.

To achieve that goal, we try to strike a balance between creating a spot that both personalizes our clients and enhances their great image and a message that is compelling enough to make the phone ring without screaming.  Everyone who has watched TV has been jarred out of their wits by the incredible contrast between the volume of the show they are watching and the TV spots that appear at the breaks.  It sends all of us scrambling for our remotes.

Now it seems like that irritation has gained some traction as California state Rep. Anna G. Eshoo introduced the Commercial Advertisement Loudness Mitigation Act back in June. The bill would mandate that the Federal Communications Commission "prescribe a standard to preclude commercials from being broadcast at louder volumes than the program they accompany."

Does this mean the end for screaming TV commercials for attorneys?  Probably not as not all bills that are introduced get passed.  The advertising industry would certainly like to create their own resolution to the problem rather than be regulated by the FCC.  We believe that it is in the best interest of all attorneys, to be mindful of the negative effect that high volume ads can have on the viewer.  

Ads are like magnets, for every person attracted their may also be someone repelled.  The volume problem is more of a local than national issue, as many national advertisers are aware that consumers will hit the mute button, switch channels or even more importantly recall how irritating their ads were and avoid the product.

It is important to bear these lessons in mind, because in a need driven business, top-of-mind awareness can be the key to getting that new client or driving them away when their need arises.

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