Harvey is coming to a screen near you.

The legal AI company has launched its first-ever TV commercial.

The campaign, Agreements Make History, is centred on the handshake, the oldest symbol of agreement. It celebrates the lawyers who turn common ground into lasting agreements, and the counsel, strategy and judgment that make them last.

The ads will run on ESPN, NBC, Amazon, Netflix and HBO Max, among other channels. Print placements land in The New York Times and the Financial Times, with outdoor ads in Sydney, London, New York, San Francisco, Dallas, Chicago, Toronto and Copenhagen.

Harvey’s Chief Marketing Officer Rachel Hepworth said, “We wanted our message to be grounded in the broader impact the law has on society. We kept coming back to the handshake, the simplest expression of agreement. Simple, but often not easy to achieve.”

Legal tech TV ads are rare, partly because they’re expensive.

The move opens a new front in Harvey’s fight with Legora and other big legal AI players, a contest that until recently played out through celebrity endorsements. Harvey signed Suits star Gabriel Macht, who played Harvey Specter, while Legora tapped Jude Law to front its “Law just got more attractive” campaign.

Legal AI is sold to a small pool of decision-makers, not millions of viewers. Going mainstream makes Harvey famous. Whether it makes Harvey money is another story.

Source: Harvey, Artificial Lawyer