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Morton Fraser launches 'Welcome to Clarity' video campaign

Scottish law firm Morton Fraser has created a video to highlight the confusion caused by the jargon and fees used by legal firms.

Devised by creative agency Whitespace, the video shows customers trying to order a coffee only to be overwhelmed by the transaction.

The campaign promotes Morton Fraser’s commitment to clear fees and advice.

The Hazy Coffee Shop 90

Lack of clarity among Scottish law firms on costs, advice and language

After polling 335 financial decision makers across Scotland, Morton Fraser revealed 82% of Scottish SMEs do not always receive clear communication from law firms on costs, advice or language.

Creative director at Whitespace Neil Walker said: “This film breaks all the rules in traditional legal brand building. It is very different to anything else in the professional services category. We wanted to make people stop and think about the importance of receiving good, clear legal advice that's been costed and quoted with transparency. By making even the simplest things in life confusing to obtain, we could really highlight how frustrating it would be if you were getting something that's extremely important such as legal advice.

This inspired the cornerstone of the campaign: a film that surreptitiously captures people's reaction when they attempt to order a simple coffee but are left baffled by jargon, too many options and a surprisingly tall bill that would make your eyes water.”

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