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Le Barreau du Québec (The Quebec Bar Association) is airing a new black and white 30-second TV commercial to promote out-of-court settlements for home defects.
The spot begins with the words “Vices Cachés” (hidden defects) appearing as cracks in a wall then spread like termites throughout the house.
“There are problems we can’t always see, but they can end up destroying our lives,” says a lawyer in the house. “As lawyers we help solve problems much faster than you think. Out of court.”
The spot continues with the lawyer urging viewers to consult an attorney before the problem grows, and it ends with the association’s website Barreau.qc.ca.
“The public has this perception that [legal matters are lengthy and complicated, and] we want to change that [idea where] lawyers only represent clients in court, whereas only about 20% of lawyers do litigation before the courts,” said France Bonneau, the Bar’s director of communications. “They’re also involved in mediation and negotiations without going to court.”
It’s the latest of three spots created by Cossette Communication-Marketing for the Bar. The others two deal with divorce and wrongful job dismissals.
“Basically, it’s a continuation of the platform we launched last year, and rather that just using words, we turn the words into bugs to get the point across,” explained Cossette group creative director Sébastien Rivest. Cossette also handled the media buy for the spot.
