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A scene from Avvo's new ad campaign.
A scene from Avvo’s new ad campaign.

Avvo is embarking on a new branding campaign, looking to drive interest in its lawyer directory and marketplace for legal advice.

The Seattle company just launched its first-ever national TV ad campaign (I’ve seen it a few times on ESPN in recent days), as well as a radio campaign in select markets (San Diego, Nashville and Austin).

Avvo_logo_Navy_tagline11 (1)“We’ve had a lot of exciting momentum in the last year, and with our Avvo Advisor product newly launched and heating up into a few new markets next month, we are thrilled to be amplifying our message and getting the word out there to consumers,” said company spokeswoman Meghan Lockhart.

The ad campaign takes an interesting approach, employing humor to note the bizarre legal quandaries that people often find themselves in. A teenage driver crashes his car into a tree at an elite party, a dude gets bags dumped on him at a garden center and a man is caught with a mistress. In each instance, those who’ve been wronged or created the issue simply declare: Avvo.

The campaign is an interesting approach for Avvo, which has largely grown through word-of-mouth marketing over the years. But the company is looking to supercharge efforts, especially after it raised $37.5 million in venture funding last year.

Avvo also appears to be following in the path of Zillow, which has effectively used advertising to grow its audience in the online real estate vertical. Avvo is backed by Zillow co-founder Rich Barton, who has built a career growing industry-leading consumer-oriented Internet companies.

Avvo declined to say how much it is spending on the new ad campaign.

Take a look at the ad, and let us know what you think.

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