Personal Injury Alliance (PIA) is in the midst of a new advertising campaign that includes radio and television commercials from Toronto-based agency Elemental, which took over the account from Cheil Canada late last year.
In late 2011, Elemental participated in a formal review process for the PIA account against a list of other unnamed agencies and lost to Cheil Canada, explains Brent Wardrop, principal and creative director at Elemental.
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What If Ad (1140 KB)
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Months later Cheil Canada unveiled a new brand identity and strategy as well as an integrated campaign for PIA, which is a strategic partnership between three of Canada’s leading personal injury law firms: Thomson Rogers, Oatley, Vigmond and McCleish Orlando (with which Elemental had worked in the past).
In December 2012, PIA handed the account to Elemental without a review.
Cheil’s television spots for PIA were a departure from typical personal injury commercials and featured former clients explaining how their lawyers helped them deal with the aftermath of their accidents. They were beautifully shot, says Wardrop, so the agency re-scripted and re-cut the original footage for the broadcast portion of the campaign, which launched April 1.
“Our principle requirement to date is to really take the foundation of Cheil’s work of establishing the brand as a premium, highly qualified set of firms and then really driving with a stronger call to action,” said Wardrop.
Radio ads written by Elemental debuted earlier this year. The campaign will run until the start of summer, when the second phase of the campaign is expected to launch. Media Experts handled the buy.
Elemental’s Ad:
Cheil’s Ad:
Note: This article was updated on April 9 at 12:05 p.m.
