I guess I’m a little bit behind in my reading. I found this December 22nd posting on The Wired GC. The post shows the following picture:

And the answer:

If you said Bingham McCutchen, then this advertising pet trick is working.
When I first saw this picture in a glossy ad (I believe it was in the American Lawyer), I figured that the firm is either (a) savvy in a goofy sort of way or (b) the victim of one of the most elaborate practical jokes in the history of modern legal marketing.

I agree with the Wired GC. I think that Bingham McCutchen is very savvy, in a lighthearted way.

In the October/November 2005 issue of Law Practice Magazine, an article by Stacy West Clark profiles Bingham’s marketing campaign. From the article:

Bingham McCutchen, a Boston old-line megafirm, has been running a series of ads involving animals in funny situations. The ads include photos of an elephant parasailing and dogs piggy-backing each other to reach a plate of juicy hamburgers. The message? Bingham McCutchen can come up with creative solutions to business problems.

Here are two of the ads from the article:

I love these ads. They:

• Are very visually interesting
• Hold my attention
• Use a visual metaphor that is clever and meaningful
• Differentiate the firm
• Reinforce the firm’s brand

Popularity: 25% [?]