A firm in Singapore has produced a video advertising the very, very finest of lifestyles - that of a lawyer at WMH Law.
The beautifully bonkers video by the boutique firm uses slow motion to lend the footage gravitas. But the technique is taken to extremes – if they ran it at actual speed the two minute clip would probably be about three seconds long.
The video starts with a shiny mahogany desk, Montblanc pens, and a pristine book on commercial arbitration in tasteful asher grey.
Not an ugly yellow post-it note in sight.
A smooth voice-over straight from an in-flight advert for first-class passengers pronounces that "every engagement tells a story".
At most firms, the engagement stage usually represents the admin of KYC, conflict checks, and asking the client for money on account. But at WMH, opening a new file simply involves opening a leather notebook embossed with the firm's name to reveal an inspirational quote:
"Out of intense complexities, intense simplicities emerge": Winston Churchill gives his twopence on the Singapore Companies Act. Others quotes are available.
The lawyer takes her time to get ready in her luxurious abode, assembling a bow that is considerably bigger, more silky and more expensive than yours. There's no early morning rush to get out of the door, and no half-eaten bowl of cornflakes appears in shot.
Lesser professionals would notice a toothpaste stain on their top at this point.
"We are here for you," vows voice-over man. "Every chapter. Every closing". But instead of depicting a beasted lawyer reprinting the completion documents at three in the morning, WMH's lawyer is shown striding around with her massive bow, in glorious slo-mo, burdened only by a Churchill quote in a leather folder.
Maybe the bow covers the toothpaste.
Accompanied by the dulcet tones of what sounds like a Ludovico Einaudi piano score, the lawyer is shown in various comfortable settings: being chauffeur-driven, enjoying a sandwich (definitely not Pret), and taking another slo-mo walk. At odds with what we've just witnessed, the voice-over man promises: "Our dedication defines us."
Seems a bit lonely.
A 'thank you' card confirms that despite not having to spend a moment at her desk, this lawyer still earned gratitude of a satisfied client.
Or it could be from the Gucci store.
"Tireless in our pursuit of perfection," asserts the narrator, although instead of proving it by poring over a document, the solicitor is depicted drinking on a balcony and smiling at shrubbery.
WMH: where the lawyers are more client than clients.
"This is our story," intones the narrator, as our dedicated lawyer opens that leather book to gaze once more at Winston's wise words, in slo-mo of course. Viewers hankering after WMH's chic lifestyle will no doubt be inspired to
book a city break stay in a five star hotel join the firm.
"Your success. Our legacy," concludes the video, without any meaning. But at this point, who really cares, it's all been so perfect and beautiful.
Enjoy the wonderfully glossy video. Perhaps set the speed to x2:
Other less elegant, but equally barmy firms can be viewed here.
If you've seen a bonkers marketing idea worthy of mention, do let us know.