Slapstick Lawyers

This is not the best commercial, or maybe we should call it branded entertainment, you will see this year. No, this is not good.

But in many ways it is very funny.

Maqs is a high profile law firm in northern Europe. Their clients are big business and important media companies. The firm represented Hollywood during the Pirate Bay trial.

Hollywood was perhaps inspiring. Now Maqs has a new partner, a ”marketing director”, and the strict Swedish lawyers have suddenly transformed into super heros saying dorky lines.

Law firms who market themselves are very rare. Law firms making a five minutes long “commercial noir” with a silly storyline and terrible English pronunciation is almost unthinkable.

But that is exactly what Maqs have done. The partners and employees even act, sort of, in the legal drama. I’m not sure why but the “Maqs Justice” has really succeeded in moving the brand. From dull grey suits to slapstick lawyers.

This indicates a certain level of humor and the firm should be praised for daring to break the rigid standards of the legal world. But, Maqs, next time, please ask Hollywood about scrip and acting.

Production company: Fandango Film

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