Five Legal Marketing Lessons from Iconic Super Bowl Ads
In honor of the big game, we’re taking a look at some iconic Super Bowl commercials from the millennial era and sharing some legal marketing best practices that these TV spots inspired.
But let’s be honest, this is also a great excuse to watch commercials and call it work. Enjoy.
Need help turning your legal marketing to-do list into reality? We can help with that! Just drop us a line. Muse Communications was named one of Texas’ best legal public relations firms by the readers of Texas Lawyer. And if you’d like to get our legal marketing tips delivered straight to your inbox, sign up for our newsletter.
Hyundai’s ‘Smaht Pahk’
Hyundai introduced its “smart park” feature at the 2020 Super Bowl with the help of Chris Evans, Rachel Dratch, and John Krasinski. All Bostonians, these celebrities gushed over the “smaht pahk” capabilities of Krasinski’s new car… which he’s parked at the Gahden, and Dorchestah and the Hahbah. (Garden, Dorchester, and harbor for the uninitiated.)
The Lesson: Have your spokespeople do the talking for you. In your case, your spokespeople are your colleagues, clients, and professional network. Gather testimonials, ask colleagues to share a post for you on LinkedIn, or submit a blog post to a professional group. Amplify your own professional credibility by leaning on others’.
Budweiser’s ‘Old School Delivery’
Did I want an excuse to watch Clydesdale commercials? Yes. Did I also find a legal marketing takeaway from one of them? You bet. In Budweiser’s 2024 commercial, “Old School Delivery,” we see a pack of Clydesdales delivering beer to a bar amid a snowstorm (uphill, both ways).
The Lesson: You’ve faced some challenges and come out ahead; make sure people know it. Whether you handled an exceptional transaction, difficult litigation, or even a tough non-legal matter (e.g., you spearheaded building a school in an underdeveloped nation), let your experience shine in your bio. Clients want to know that in a metaphorical snowstorm, you’ve got what it takes to deliver the beer.
E-Trade’s ‘Monkey’
It’s just a monkey dancing to La Cucaracha for 30 seconds while a couple of guys clap out of tune on either side of the prancing primate. The 2000 commercial ends with “Well, we just wasted $2 million. What are you doing with your money?”
The Lesson: Don’t waste your resources on tactics and products that don’t serve you. Got a firm Instagram account that hasn’t been populated since 2024? Delete it. Paying for enterprise-level website maintenance when you really just need someone to pop in once a month and make sure there are no alarm bells? Time for a downgrade. Invest in what works, cut what doesn’t.
Google’s ‘Parisian Love’
Rather than relying on cute puppies or celebrity cameos, Google’s “Parisian Love” commercial from 2010 shares one couple’s love story over a history of Google searches.
The Lesson: Understand how search engines impact your work. If you’re an IP boutique that generates business mainly from referrals, you probably don’t care about appearing on first-page results for “IP law firm,” so don’t pay for optimization you don’t need. Conversely, if you handle estate planning or workplace disputes, a few thoughtful SEO considerations from a reputable agency can set you apart from the competition.
Oreo’s ‘You Can Still Dunk in the Dark’
OK, not a commercial, but this social media post from Oreo is so noteworthy that it generated volumes of case studies and retrospectives. During the 2013 Super Bowl, when the power went out for 35 minutes, Oreo’s quick-thinking social media team tweeted a minimalist graphic with the phrase, “You Can Still Dunk in the Dark.”
The Lesson: Seize the moment! If you won a major victory, closed a high-value deal, or landed an important new client, don’t sit on the news. Get the word out while it’s still relevant; otherwise, you risk it going stale. Had they waited until the power went back on, the tweet wouldn’t have had as much impact.
Go sports!
Christina takes traditional legal marketing copy and upcycles it into snackable, clickable, and shareable digital content. As Muse’s newsletter aficionado, she creates custom newsletters for clients from development to distribution.
If you’re looking for a snappy headline or engaging email, send her a note at christina.dipinto@muselegalpr.com.
