Most law firm advertising is based on a have you been wronged theme with a list of possible grievances and an 800 number.   Very little personality.   Absolutely no humor.   To stand out from the competition we went right for the humor thereby creating the personality.  This approach would not work for every law firm but Paykin & Krieg were not afraid to push the boundaries.  Copies of the ads hung in their offices and they happily reported that every single time they got a laugh.  Not only was the campaign successful in terms of revenue but it also turned out to be the perfect icebreaker.