Masius creates ads for Accident Line in pounds 2 million relaunch

Accident Line, a personal injury claims service backed by the Law Society, is relaunching with a pounds 2 million campaign to position it as different from 'cowboy' suppliers.

Accident Line, a personal injury claims service backed by the Law Society, is relaunching with a pounds 2 million campaign to position it as different from 'cowboy' suppliers.

The two TV ads, through Masius, feature the Law Society's logo and aim to tackle 'ambulance chasing' claims providers that were recently slated by consumer watchdogs. The agency was asked to develop ads that combine an emotional message with a sense that accident victims can get compensation.

The campaign, breaking in ten- and 40-second spots on 7 December, is shot in black and white. The ad speeds through everyday work and street situations where accidents could happen. An eerie soundtrack is offset by a voice- over from Susannah York.

The campaign was written and art directed by Chris Chalmers, Shena Grigor and Ian Henderson and directed by Julian Gibbs at Intro.

Media planning and buying is through MediaVest North.