The video shows criminals thanking Dan for helping them get out of jail, and he states that he makes jail visits, where he will be anyways visiting his friends. Although the video may be offensive to some, I think it does a good job of steering away from the norm and drawing attention to Dan and his career goals. Most of the time today we see advertisements for attorneys and they are boring, they don't grab our attention and they are generally all the same. This video stands out from the rest, and even if it may be in a negative or controversial way, it still generates conversation and attention, which is what Muessig's goal was when producing it. His intended target audience was a younger age group that uses social media and the internet. In an interview with WTAE Muessig explained his motives behind the video, while also showing that he is indeed licensed to practice law.
Monday, April 13, 2015
Thanks Dan!
About a year ago a video created right here in Pittsburgh went viral. As we learn more about strategy, target audience and different tactics in advertising throughout the course of the semester, I thought back to this video, and how although it may be controversial in the creator's approach, I think it is effective. Daniel Muessig is a criminal defense lawyer in Pittsburgh, Pennsylvania who in an effort to advertise his services, created a video to promote his services.
The video shows criminals thanking Dan for helping them get out of jail, and he states that he makes jail visits, where he will be anyways visiting his friends. Although the video may be offensive to some, I think it does a good job of steering away from the norm and drawing attention to Dan and his career goals. Most of the time today we see advertisements for attorneys and they are boring, they don't grab our attention and they are generally all the same. This video stands out from the rest, and even if it may be in a negative or controversial way, it still generates conversation and attention, which is what Muessig's goal was when producing it. His intended target audience was a younger age group that uses social media and the internet. In an interview with WTAE Muessig explained his motives behind the video, while also showing that he is indeed licensed to practice law.
Advertising is constantly changing, and with competition everywhere, I think that people always need to find a way to set themselves apart from the competition, and that is what Muessig did with this advertisement. The video generated 80,000 views within two days, so even for those who don't agree with Muessig's humor or ideas, he is bringing attention to himself and his practice.
The video shows criminals thanking Dan for helping them get out of jail, and he states that he makes jail visits, where he will be anyways visiting his friends. Although the video may be offensive to some, I think it does a good job of steering away from the norm and drawing attention to Dan and his career goals. Most of the time today we see advertisements for attorneys and they are boring, they don't grab our attention and they are generally all the same. This video stands out from the rest, and even if it may be in a negative or controversial way, it still generates conversation and attention, which is what Muessig's goal was when producing it. His intended target audience was a younger age group that uses social media and the internet. In an interview with WTAE Muessig explained his motives behind the video, while also showing that he is indeed licensed to practice law.
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I think this is extremely effective for the demographic he is targeting! I agree that humor definitely adds to the effectiveness. It takes a different approach by helping the criminals instead of the "innocent" like most lawyer commercials target. It would be interesting to see the percentage that foot traffic increased at his business since this was released.
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