The comedy that comes with legal predicaments is fueling another new ad campaign from Avvo, the Seattle-based legal services directory and lawyer review site.
Avvo brings out the big dogs this time around, featuring Marnie, the Internet-famous mutt with the long tongue and tilted head, in one spot. Avvo says its goal is to “broadly reach consumers who may have a legal question or be looking to find their lawyer” in ads that poke fun “at the unexpected and unintended legal consequences in everyday life caught on film.”
Marnie, for instance, appears briefly in an ad with an Avvo web search for “public intoxication” superimposed on the screen. In four 30-second ads viewable on YouTube, three separate legal quandaries are shown in each, ranging from car accidents to a woman losing it on an amusement park ride. With a whistling jingle for a soundtrack, each ad ends with a voiceover which says, “Nearly half of us will need a lawyer this year. Find the right one for you on Avvo.”
Last year, Avvo’s first-ever national TV ad campaign also employed humor, with subjects caught in difficult situations simply saying “Avvo.” The company, led by former Expedia executive Mark Britton, raised $71.5 million in funding last year.