So at last we got to see what private equity investment, Saatchi & Saatchi and a £15m advertising budget has bought QualitySolicitors (QS) – a TV advert for legal services the like of which I certainly haven’t seen before, a world away from the ‘Had an accident in the last three years?’ genre. You can watch it on YouTube here if you couldn’t face sitting through Dancing on Ice for the adverts.
‘For whatever life brings’ – the company’s new tagline – follows a slightly ephemeral blonde dubbed ‘QualitySolicitors Woman’ as she observes people going through a series of life events for which one needs legal services. Set to a beautiful rendition of Jimmy Cliff’s ‘Hard Road To Travel’ by up-and-coming singer Rachel K Collier, the extended 90-second slot deliberately had the subtle and quality feel of a John Lewis-type advert, only revealing the QS name at the end.
