SAGA: ‘EXPERTISE NOT LEGALESE’

Going large on the small print

PROBLEM: Thinking about wills and probate is a bit of a downer.

SOLUTION: Talk about the service, rather than the subject matter.

MEDIA: TVC/RADIO

Ads about things like wills, probate and life insurance tend to be staid, gloomy affairs. There’s usually talk about funeral expenses and ‘leaving something for your loved ones’. Sometimes they involve Michael Parkinson or June Whitfield. And if you make it to the end, you might get a free pen.

The 2016 Saga Legal campaign went for a different, more positive approach. We emphasised the straightforward nature of their services by imagining the opposite - a world where lawyers had free rein to confuse and irritate.

The TV spots were directed by Owen Harris through Outsider and featured comedy stalwart Michael Fenton Stevens, who also starred in the supporting radio.