Advertising is a powerful tool for businesses and creating an effective commercial can be challenging. If you’re tasked with creating a lawyer ad that isn’t cheesy or relies on tired tropes, how do you go about it? We recently had the pleasure of working with Goldberg and Ibarra to create an impactful workers comp commercial. In this blog post, we’ll discuss our creative process and showcase the final product “Plans” so that other businesses in the same situation can follow suit.
Developing an Effective Message
The goal of this commercial was to create something that was neither cheesy nor reliant on cliches. We wanted to focus on Goldberg and Ibarra’s core message of being Fresno’s Champion for Injured Workers, while also emphasizing compassion and trustworthiness. To accomplish this, we decided to focus on how life-altering accidents can have a huge impact on your plans for the future.
The Storytelling Approach
Storytelling is one of the most powerful ways to evoke emotion in viewers and inspire them to act. In creating this commercial, the creative team focused on telling the story of one man’s journey through life and connecting it with soccer to bridge different parts of his life together. From young adulthood all the way through fatherhood, soccer served as his constant companion throughout these transitions. This approach resonates strongly with viewers because it captures universal themes – focusing on personal growth, familial relationships and the power of dreams – that everyone can relate to regardless of their background or experience.
Creating Visuals That Reflect Your Message
To emphasize our chosen message, we decided to utilize visuals that were both visually appealing yet simple. We wanted viewers to be able to connect with the characters on screen without too many distractions. To do so, the production team, BearBox Studios opted for a muted color palette that created an atmosphere of calmness and serenity. This allowed us to capture moments of reflection from our actors as they contemplated their lives after their accident—a moment that resonates strongly with viewers who have experienced similar situations in their lives.
The Emotional Appeal
One of the most important elements in creating any effective ad is finding ways to emotionally engage with viewers. To do this for “Plans”, the production team chose music that evoked strong emotions without being overly dramatic or sentimental. The music begins softly but builds up gradually throughout the commercial as we follow our protagonist from adolescence all the way through adulthood. This gradual build towards a climax helps viewers feel connected with our hero while also providing them with the hope that their own dreams are achievable even after an accident has occurred. Additionally, by taking time out during key moments in his life emphasizes how precious these moments are and drives home the idea that no one deserves to have their dreams taken away from them due to an unexpected accident.
The Final Product: Plans
After weeks of hard work, we finally unveiled “Plans“, our 60-second commercial. The ad was produced both in English and Spanish as the firm handles many claims by Hispanic clients. The response was overwhelmingly positive—not only did it effectively communicate Goldberg and Ibarra’s message but it also gave viewers a deep emotional connection with the characters on screen and inspired them to take action when faced with similar circumstances in their own lives.
Advertising is a powerful tool if done correctly; unfortunately, it can also become quite stale if not approached creatively. With Goldberg and Ibarra’s workers comp commercial “Plans,” we aimed to craft something special that could inspire viewers while remaining true to the client’s message of trustworthiness, compassion, and strength as Fresno’s Champion for Injured Workers. We are proud of what we accomplished in creating this spot, as every successful piece of advertising has its own unique story behind it! If you are facing a similar challenge as ours—creating an effective advertisement without resorting to cliches—we hope that “Plans” serves as inspiration for your own projects! Good luck!