Harvey is launching its first ever TV commercials, which will run on ESPN, NBC, Amazon, Netflix, HBO Max and other channels. The theme is ‘agreements are foundational to the legal profession’. See a sample of the advert below.
The fast-growing legal platform, which is now valued at well over $15 billion, told Artificial Lawyer: ‘This is our first TV commercial and a new brand campaign celebrating the lawyers who turn common ground into lasting agreements. Centered on the handshake, the oldest form of agreement, the campaign highlights the counsel and judgment lawyers bring to making agreements last.’
And they added that: ‘Society was built on agreements, and it moves forward through our ability to reach new ones: to resolve differences, compromise, and decide together what comes next. Harvey helps lawyers do that work more effectively, reach better agreements sooner, and bring their expertise to more people. As we accelerate the practice of law, we help move society forward.’
And here’s the campaign video.
Chief Marketing Officer, Rachel Hepworth, commented: ‘When we set out to create Harvey’s first commercial, we wanted it to be grounded in why we do this work and the broader impact lawyers have on society.
‘We kept coming back to the handshake, the simplest expression of agreement. Behind it are the conversations, strategy, and judgment that help people find a way forward. This campaign lets us bring that story to a global audience while staying true to the lawyers at the heart of Harvey.’
While CEO, Winston Weinberg, added: ‘Agreements are foundational to the legal profession. This campaign focuses on what the legal industry makes possible, and how Harvey enables that work at a global scale.’
Is this a big deal?
Well, although there have been legal tech TV campaigns before, for example, LegalOn has done commercials in Japan, while DISCO and LegalZoom also did TV ads in the US, there have not been that many. In part because they are rather expensive.
This opens up a new front in the battle with Legora, and other large legal AI companies, which until recently has been notable via the use of celebrity endorsements. In this case, there are no movie stars, as yet, but rather the message above: that agreements are foundational.
The next question is: do lawyers watch TV adverts? Well….yes. Just like everyone does.
Does watching TV adverts make you buy things? Well……just ask Coca-Cola.
But….then you ask: this is legal services, is this a good fit?
The answer is: a TV advert may not make the GC of Goldman Sachs use Harvey, but it may make an impression on 1,000s of other lawyers around the world who perhaps are considering which legal AI tools to buy.
As AL always says: marketing is a ‘dripping tap’. You just have to keep the campaigns running from every angle.
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Legal Innovators UK – Nov 4 and 5 / Legal Innovators New York – Nov 17 and 18
Cosmonauts have now opened Express Registration for Legal Innovators UK and New York. This means that if you are at a law firm or at an inhouse legal team you can now zoom directly to your tickets – which are complimentary as long as you qualify.
For London – Nov 4 and 5, at the Minster Building, see here:
And, for New York – Nov 17 and 18 – Midtown, please see here:
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