Swedish legaltech startup Legora has secured British A-list actor Jude Law for a striking new ad campaign that aims to make AI-powered legal software feel both fun and attractive. The ad, released Monday, features Law roaming a lavish house as he coolly pitches Legora's product with lines like "Collaborate seamlessly" and "Draft precisely." The campaign marks a significant marketing coup for the three-year-old company.

Legora's marketing team, led by VP Stuart Shingler, conceived the idea nearly a year ago during dinner with founder Max Junestrand. They partnered with Swedish agency Noa Åkestam Holst to create something bold and unlike typical B2B advertising. Creative director Joakim Khoury pitched multiple concepts, including one featuring Law that the team initially thought was "stupid and fun" but couldn't shake. The project, codenamed "Alfie" after Law's 2004 romcom, was kept tightly under wraps during months of negotiations.

Landing Law required significant investment of time and resources, though specific costs weren't disclosed. The actor, known for roles as John Watson and Albus Dumbledore, was drawn to the concept after ensuring Legora wasn't a fly-by-night crypto company. The ad was shot over two days in LA in January, directed by SNL veteran Rhys Thomas with cinematography by Oscar-winner Hoyte van Hoytema. Early reviews have been positive, with one commenter declaring "Finally, legal tech is hot."