After raising $550 million at a $5.5 billion valuation, Legora is upping the ante with its first global brand campaign. With the US, UK and the Nordics as priority markets, the legal AI company has hired the only logical celebrity to front it. Namely Jude Law.
“We chose Jude Law for the obvious reason – his name – but also for his timeless, effortless presence. He helps us cut through the noise and make legal AI feel as compelling as it should be,” says Stuart Shingler, VP Marketing at Legora.
The campaign was created by Stockholm-based NoA Åkestam Holst, part of the NOA-network. Creative Director Joakim Khoury, reflects on the process.
“Surprisingly often, a dumb idea turns out to be the smartest strategy – and that was the case here. Our task was to showcase Legora as the go-to-partner for the future of law. So, who are you going to call, if not Jude?”
Anchored in the brand promise “Law just got more attractive”, the films feature Jude Law delivering product benefits and legal lingo – while, equally importantly, looking elegant in the process. Directed by SNL-veteran Rhys Thomas from Stink Films, produced by Stink Films and shot by Oscar-winning Hoyte Van Hoytema, the spots show Jude Law leaning into his new gig, as a face for hire.
According to Stephanie Moradi, Senior Copywriter at NoA Åkestam Holst, both the talent and the team exceeded high expectations.
“With the people involved in this project, you are obviously in good hands from the start. It was great to see how everyone clicked and had fun with the idea. Hopefully, that comes through, even as the final film flickers past in a busy LinkedIn feed.”
The spots are set to Dave Bruebecks classic Take 5 and will run across digital and social channels from april 13th. In addition, the launch of “Law just got more attractive” will be supported by premium out of home placements in New York, London and across Scandinavia.
The global campaign supports Legora’s broader ambition to be a long-term partner to legal organizations undergoing AI-driven transformation. On an ending note, a few words from the man himself, Jude Law.
“Legora asked me to be the new face of their brand. So when you see my face in the future, you can associate it with precise drafting, seamless collaboration, and thorough research – powered by AI. Or, put simply: making law more attractive.”
