Unlike insurance for our cars, homes, healthcare, and even our lives, most Americans have never heard of legal insurance. Even fewer understand why they might need it. Instances like contractor disputes, caring for an ageing parent, and landlord/tenant disputes are just a few reasons why three in four people will experience a legal issue.
‘Legal Needs Are in Your Future,’ the latest campaign from Barkley and ARAG legal insurance, reminds people that while you can’t predict the future, you can prepare for it with legal insurance. Actress Kathy Najimy portrays a fortune-teller who predicts her unsuspecting client’s legal futures and reveals that legal issues are more common than they think.
‘First House’ shows Kathy reading tea leaves to a blissfully unaware couple. They smile as she tells them she sees a house in their future. They grow more excited with each new detail she sees – a fenced in backyard, a great school district, a finished basement. All of these predictions cumulate to a final vision: a big, beautiful….undisclosed mould problem.
Kathy’s fortune teller repeats this pattern with other unsuspecting clients as she sees one man with a red convertible…..and an excess of speeding tickets. For another she pulls a tarot card with a dog on it. When the woman exclaims that she has always wanted a dog, the fortune teller explains that this dog isn’t a pet, it’s her future ex-husband.
“Legal issues are on display daily in the media, whether it’s a celebrity or politician, yet people generally don’t consider protecting themselves from the legal issues that they’re realistically vulnerable to,” says Chris Cima, VP creative director, Barkley. “This campaign brings to light the everyday realities of legal issues and how people can leverage legal insurance to their benefit.”
The creative was shot in affiliation with the Free the Bid project, which aims to give more opportunities to women filmmakers in advertising, film and television. In addition to the female director, there was also a BIPOC assistant director on set as a result of Barkley’s commitment to the AICP’s Double the Line initiative.
The national campaign launches on August 15th, 2022. The work will appear on CTV, digital, social and podcasts.
Barkley
VP; Creative Director: Chris Cima
Senior Copywriter: Mary Buzbee
Senior Art Director: Lauren Meadows
Executive Producer: Brooke Woodruff
SVP, Integrated Production: Melany Esfeld
SVP, Business Affairs: Anne Thomasson
Executive Creative Director: Tom Demetriou
Chief Creative Officer: Katy Hornaday
Brand Director: Jennifer Nasuti
Strategist: Emily Ladig
Director, Project Management: Lisa Nicolay
Media Director: Jennifer Lawrence
Media Planner: Amber Gehard
Media Buyer: Jordan Tanner
Kathy Najimy Predicts Legal Trouble Ahead in ARAG Legal Insurance Campaign & Latest News Update
Kathy Najimy Predicts Legal Trouble Ahead in ARAG Legal Insurance Campaign & More Live News
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