Bart Durham Rolls out 20-Part TV Campaign

Personal injury firm pioneers industry advertising

Email | Print By Ken Whitehouse

01-26-2006 4:13 PM — Nashvillians have been familiar with local attorney Bart Durham since 1978 when he became one of the first lawyers in Nashville to advertise after the U.S. Supreme Court ruled that a ban prohibiting such was unconstitutional.

Viewers have been familiar with his spots that have featured clients giving favorable testimonials of their experience with Durham’s office. In the past few years, the Durham ad campaign has begun to feature the addition of Durham’s son Blair to the practice.

Last month, Durham unveiled a new ad campaign that is unusual for law firms and for television in general. The new ad campaign is a 20-part serial that will run over the course of the next two years in the Middle Tennessee media market. Produced by Apple Productions of San Antonio, Texas, the commercials were shot over the course of two years and on locations in Nashville, San Antonio, and Malibu, Calif. Pam Wheeler, marketing director for Durham, said the firm also plans to air all 20 commercials together as a 30 minute special infomercial.

Blair Durham said the firm spent approximately $300,000 shooting the serial. Those costs included the obvious fees such as paying for actors and film, but also for the rental of beach houses, boats, and a Ferrari sports car that will be seen in future episodes.

When asked who came up with the concept for the commercial, Apple Productions was credited, though Blair Durham added, “My dad (Bart Durham) is in charge of marketing and managerial aspects of the firm. He doesn’t actively practice law anymore.” He went on to say that his father is the sole proprietor of the firm and keeps an eye out for new and innovative ways to promote the company.

Arnie Malham, president of Nashville-based CJ Advertising, which handles advertising for legal firms in 30 states, said, “While we don’t represent Mr. Durham, he has broken ground for legal advertising. I think they are pushing the envelope and I admire him for their creativity.”

There is a perception among some in the legal field that the advertising of legal services on television is bad for the industry. Allan Ramsaur, executive director of the Tennessee Bar Association said, “Traditionally, lawyers have frowned on ads for legal services. The courts have ruled that there is that constitutional right, but most attorneys still frown upon it.”