US firm mounts TV adverts campaign in bid to improve attitudes to the profession

New York firm Jacoby & Meyers has launched a television advertising campaign to tackle the cynicism most Americans exhibit towards the legal profession.

The firm has employed advertising company Mad Dogs & Englishmen to produce a series of television and billboard adverts which will portray lawyers as "people like me".

The firm, which was the first to advertise in the US 20 years ago, has retained a strong advertising presence since then, but the new campaign represents a departure from previous efforts to drum up trade.

Gail Koff, a founder and managing partner of the firm said: "We want to generate warmer feelings towards lawyers, because there are so many who are dedicated and passionate about their work.

"We are not worried about this benefitting other firms, because I regard us as the best. This firm holds a special place in our country's history for providing affordable, high-quality service to ordinary people."

The adverts will be aired next month to coincide with the firm's 25th anniversary. It is a 130-lawyer operation with 25 offices across five states.