• by Fern Siegel , Yesterday

ARAG Legal Insurance believes its smart to protect yourself for possible legal events. That's the premise behind BarkleyOKRP’s campaign "Legal Happens," which confronts realities many endure, but don't anticipate.

The creative includes three TV and streaming video spots, social video and digital extensions.

The campaign reframes legal insurance as a safety net. Kathy Najimy (“Hocus Pocus”) stars as a fortune-teller predicting upcoming legal misfortunes, from unreliable contractors to neighbor issues. Bottom line: being protected is key.

“When it comes to legal issues, people assume it won’t happen to them,” said Chris Cima, vice president-creative director at BarkleyOKRP. “This campaign was about creating an understanding that being prepared for legal issues is as important as being prepared for health issues. Kathy Najimy was the perfect partner to deliver that message with credibility, warmth and just the right amount of mischief.”

“This campaign is about transforming possibility into probability in the consumer’s mind,” added Chris Owens, ARAG director of marketing. “But in a way that’s also entertaining and hard to ignore.”

ARAG is a global provider of legal insurance with current operations in 19 countries and a nearly $2 billion worldwide premium base.

BarkleyOKRP’s creative includes Suja Organic, Burger King, Smoothie King and Macy's.