Morgan & Morgan, the nation’s largest personal-injury law firm, has partnered with JCDecaux Airport to launch a high-impact OOH campaign at Los Angeles International Airport (LAX). Designed to reach travelers at their most attentive moments, the activation uses airport-wide digital screens to place the firm directly in front of the 14 million passengers expected to pass through the terminals this season.
Blending Airport OOH, Digital Networks, and Contextual Creative, the campaign elevates Morgan & Morgan's brand visibility while reinforcing its expansion into new nationwide markets.
A takeover built for attention and scale
As a top-ranked law firm, Morgan & Morgan strategically selected LAX for its premium, brand-safe environment and unmatched passenger volume. The airport’s digital prestige network offers high dwell time, constant foot traffic, and repeated visibility—making it the ideal setting to amplify their nationwide expansion messaging.
By complementing their long-running billboard strategy in Los Angeles with an airport-specific activation, the brand ensures consistent exposure across multiple touchpoints. Travelers—whether arriving, departing, or navigating terminals—encounter the firm at moments when clarity and trust matter most.
Humor as a strategic creative weapon
Morgan & Morgan’s creative team developed two witty, playful ad variations engineered to stand out in a fast-moving environment like an airport. Humor has become a proven tactic in OOH advertising—it cuts through the visual noise, drives memory, and builds positive brand association.
In an industry often dominated by formal and serious messaging, these lighthearted executions feel refreshing. They humanize the brand, invite a smile, and spark immediate recall — an essential ingredient for performance-driven OOH.
A coordinated national strategy
The LAX takeover is not a standalone moment — it’s an anchor in the firm’s larger national growth plan. Across Los Angeles, Morgan & Morgan maintains a strong presence through highway billboards and urban OOH formats.
The airport activation strengthens that visibility, ensuring consistency across the entire journey: on the highway, in the city, and within the airport itself. For travelers arriving in California—one of the firm’s fastest-growing markets— this creates a seamless brand experience.
Making legal advertising feel modern
The campaign reimagines how legal services communicate at scale. By stepping away from traditional formats and leaning into digital, humor, and high-impact airport environments, Morgan & Morgan positions itself as a modern, accessible, nationally recognized brand.
Instead of static legal messaging, these ads become part of the travel experience — they inform without overwhelming, entertain without distracting, and build recognition without needing a click.
Final thoughts
Morgan & Morgan’s LAX airport takeover is a strong example of how professional-service brands can use OOH to drive national awareness with style and strategy. Through humor, premium placements, and a unified nationwide media approach, the firm delivers a campaign that is memorable, credible, and built for scale.
One thing is clear: as the firm continues expanding across the U.S., its OOH strategy is not just advertising — it’s a growth engine.
FAQs about this campaign
What is the Morgan & Morgan LAX campaign about?
It’s a high-impact airport OOH activation at LAX, created with JCDecaux Airport, using digital screens to keep Morgan & Morgan top-of-mind for millions of travelers.
Why did Morgan & Morgan choose LAX?
LAX is one of the busiest airports in the U.S. and one of the firm’s fastest-growing markets, offering a premium, brand-safe environment and massive passenger volume.
How does humor play a role in the campaign?
The creatives use witty, playful lines that make legal advertising feel more human and memorable, helping the brand stand out in a cluttered airport environment.
How does this activation connect with their billboard strategy?
The LAX takeover complements Morgan & Morgan’s existing billboards and urban OOH across Los Angeles, creating a seamless brand presence on highways, in the city, and at the airport.
What can brands learn from the Morgan & Morgan LAX campaign?
That combining premium airport media, consistent messaging, and humor can turn OOH into a true growth engine—especially for service brands that rely on trust and awareness.
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