Behind The Brand

Coming soon… our new TV adverts


Qamar Anwar, managing director, August 07, 2019

Work on our new TV adverts started last December when our creative and project management teams got their thinking caps on. Over the last few months they’ve set about various creative ideas until they eventually came up with the right concept (which is top secret until we launch in just a few short days).

There have been months of planning and pre-production, which included finding the right director to bring the concept to life, sourcing the location, production team and cast.

The creative team behind our new adverts have worked with many iconic brands and our Hollywood-based BAFTA nominated director, Chris Cottam, has worked with the likes of Owen Wilson, Robin Williams, Bob Geldof, Romesh Ranganathan, Nigella Lawson and Chris Rock. He has directed a wide range of films, TV shows and adverts for Sofology, Typhoo, Skoda and Umbro in the past.

We filmed not one, but four brand new TV adverts over two days. Having watched the creative concepts develop, all the team at First4Lawyers were looking forward to seeing them come to life.

Filming was a hive of activity with half of the team working on prepping a set for the next scene whilst most of the attention was on the action in the main studio. A team of 40 cast and crew included the director, producers, wardrobe, runners, lighting, camera crew, set designers, electricians and even a stunt co-ordinator.

When we called a wrap on the shoot, we’d spent 24 hours shooting and reshooting to get the equivalent of 120 seconds of final footage. Then there’s been the voiceover and editing to do in the weeks that followed.

By the time the project finishes, over 75 people will have invested several thousand-man hours between them to make sure we produce the best possible finished product. An advert that reflects the quality of our multi-award winning brand and helps us stand out from the competition.

Despite the dominance of digital marketing, TV remains an integral part of our marketing strategy and plays a key role in not only raising brand awareness, but also driving direct response enquiries. We will be giving our TV adverts the full digital treatment, so that when we launch our campaign in August they’ll not only appear across TV screens but also across digital routes to market, further increasing our brand profile.

We can’t wait to launch the campaign and see the final adverts on TV.


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