People love lawyers when they need them. Otherwise, not so much. This understanding has allowed M&C Saatchi Melbourne to develop a 4 x 30 second television campaign for Slater & Gordon with the new positioning, Slater & Gordon: Not a Problem.

“In most cases, people look for a lawyer only when something has happened to them first and they need legal advice,” Slater & Gordon general manager, marketing & business development, Kalle Amanatides, said of the new direction. “The new campaign marks a significant change in the way we communicate with potential clients and other stakeholders.

“We’re excited about the new approach. It’s coming from our client’s perspective about what they are hoping for when they seek out a lawyer. They are after the best possible outcome and someone to solve their legal problem.

“Any client who calls our firm or who walks into one of our offices seeking assistance needs to have confidence that whatever legal problem they face, it’s not a problem. Our new campaign is based on what makes us stand out and how we can assist our clients.”

M&C Saatchi Melbourne creative director, Doogie Chapman added, “Slater & Gordon are the best at what they do. So we wanted to ensure we made the best campaign in the ever-growing legal services category.”

To highlight the brand in the TVC, the ampersand in the Slater & Gordon logo is brought to life, allowing people from all walks of life to then recount their own personal legal stories.

The launch spot will be followed by a series of TVCs to highlight Slater & Gordon’s expertise in specific areas - motor vehicle compensation (on air since Sunday), workers’ compensation (on air later this year), and family law (live later this year). These will be supported by a suite of press, radio and outdoor executions.