• by Fern Siegel , February 6, 2025

Personal injury law firm Trantolo & Trantolo has a message for potential clients: "Don't Fight Solo."

That tagline appears in three regional Super Bowl ads in Western Massachusetts and in day-of-the-big-game runs in Connecticut and Long Island.

The lighthearted spots, created by San Francisco agency SOS, are “House Call,”  “Cards” and “Sketch.”  They will run at least a year in local markets.

All the ads feature Keith Trantolo, the firm's owner. He shows up at client houses with big checks — and a big team. And that's his point. When people are hurt, they need a team to battle insurance companies, which often minimizes their pain and payouts.

“We make sure every one of our clients is supported by a team — attorneys, client care specialists, investigators, medical specials and more. To make sure they get the result they deserve,” said Trantolo.

The campaign also introduces a new logo and identity system, digital ads, radio and outdoor. The TV spots were produced by Little Moving Pictures and directed by Double Solitaire.

“These new spots are fun and memorable, and we hope ‘Don’t fight solo, Trantolo & Trantolo’ becomes an iconic line in the region,” said John Kovacevich, SOS creative director.

The 85-year-old Trantolo & Trantolo was a pioneer in attorney advertising, which was first allowed in 1977, following a Supreme Court ruling. The firm has five offices in Connecticut, two in Long Island, New York, and a new one coming to Western Massachusetts.

CEO Scott Trantolo added: “We wanted to do something different to grab attention. People don’t need us until they need us … but when they do, you want to be top of mind.”