It started with Harvey, the legal AI company that signed Gabriel Macht – the actor who played Harvey Specter on Suits – as a brand ambassador. Then Legora one-upped everyone by signing the actor Jude Law, building a whole campaign around the tagline, “Law just got more attractive,” and shooting the thing with an Oscar-winning cinematographer.
Harvey also locked up deals with Paris Saint-Germain and Fulham FC. Legora countered with Swedish golfer Ludvig Åberg and a multi-year sponsorship deal with the New York Yankees and Aaron Judge.
Yes, Aaron Judge. Which means Legora managed to sign both a Law and a Judge in the span of a single week. At this rate, it will have a full courtroom of sponsors in no time.
Not to be left out, the rest of the legal tech industry is surely scrambling to find their own celebrity names with a legal hook.
Thus, as a public service, I have taken it upon myself to compile this handy list of celebrities whose monikers make them natural-born legal tech spokespeople.
You’re welcome.
Lawyer Milloy, former NFL safety. With an actual first name of Lawyer, this one is almost too easy. A four-time Pro Bowl selection, Super Bowl champion with the Patriots, and a 15-year NFL veteran, Milloy was known on the gridiron for delivering bone-crushing hits. With that kind of reputation, the marketing copy writes itself: “With Lawyer on your side, opposing counsel doesn’t stand a chance.”
Derek Law, MLB pitcher. A journeyman reliever over nearly a decade in the majors, Law was the kind of dependable arm a manager could call on in high-pressure situations. Sound familiar? That is basically the pitch for every legal AI tool on the market. Even better, his teammates called him “Lawdog” and he used that nickname on his jersey during the 2019 MLB Players’ Weekend. What legal tech vendor wouldn’t want to claim it has the Lawdog on its team?
Courtney Love, musician. As if having “court” in her name were not enough, the unfortunate fact is that the Hole frontwoman and widow of Kurt Cobain has spent as much time in courtrooms over the years as some practicing attorneys. Sure, she was there as a a party, not a lawyer, but it’s the experience that counts. Possible slogan for having her front a campaign for a legal tech company: “Fall in love with Court again.”
Victoria Justice, actress and singer. The former Nickelodeon star brings a massive social media following (more than 24 million on Instagram alone) and a squeaky-clean image that’s tailor-made for legal tech marketing. “Justice” is right there in the name, and her fan base skews young – perfect for a company trying to target the next generation of lawyers. A possible tagline: “Justice for all – powered by AI.”
Acie Law IV, former NBA guard. After four seasons in the NBA, Law went on to win two EuroLeague championships with Olympiacos in Greece and then a career as an NBA exec. But here is all you really need to know: This man has a tattoo that says, “Lord’s Favorite Lawman.” If a legal tech company doesn’t sign him immediately, the entire marketing profession has failed. Note to legal research companies: He even comes with “precedent” – his name spans four generations of Acie Laws.
Mark Justice, Magic: The Gathering champion. The first superstar of professional Magic, Justice was the 1995 U.S. National Champion and was widely considered the best player in the world. For a legal tech company marketing to a customer base that skews heavily towards detail-obsessed analytical thinkers, signing the original card-game tactician would be a coup. Unfortunately, there is the little matter of Justice’s disqualification from a Pro Tour for, let’s say, “procedural irregularities.” But, come to think of it, that might only make him more suited as a legal industry figure.
Matthew Justice, professional wrestler. In the ring, Justice’s signature moves include “Air Justice” and the “Justice Driver,” and his nickname is “Thrash Justice.” A legal tech company that puts this Justice in an ad is making a very specific statement about the capabilities of its product.
Lauren Justice, singer. A pop recording artist who performs simply as “Justice,” her 2012 debut single, “Find a Way,” reached No. 30 on the Billboard Indicator Chart. For a legal tech company, “Find a Way” is a perfectly on-brand song title that could easily double as a tagline for an AI-powered legal research tool. “When you can’t find the precedent you need, Justice will find a way.”
Judge Reinhold, the actor from Beverly Hills Cop and Fast Times at Ridgemont High. His name isn’t actually Judge (it’s Edward), but he’s been “Judge” his whole career. He even parodied it on both the Clerks and Arrested Development TV shows, where he played the character “Honorable Judge Reinhold.” I mean, clearly he gets it.
Two ‘Spiritual’ Possibilities
Two other well-known names would be perfect candidates to endorse legal products, if not for the inconvenient fact of their both having moved “to the cloud.” But with a little AI deep-fake magic, either could easily be revived.
Buford T. Justice, the fictional sheriff from Smokey and the Bandit. Jackie Gleason, the actor who played Justice, died in 1987. Still, licensing the character for a legal tech campaign would be inspired. After all, Sheriff Justice spent three entire movies in an obsessive pursuit of a suspect across state lines, refusing to give up despite every conceivable setback. Doesn’t the best legal tech help lawyers overcome setbacks and obsessively pursue their goals?
Jerry Springer, former host of Judge Jerry. Springer, who died in 2023, and who actually had a law degree, spent the final years of his TV career presiding over a syndicated courtroom show. Before that, he hosted 28 seasons of the eponymous (and notorious) daytime talk show once called “the worst show in the history of television.” Springer would be the ultimate legal tech spokesperson, a man who could credibly say: “I’ve seen every dispute imaginable – and trust me, this software would have helped.”
So look, legal tech companies, the clock is ticking. If you’re still relying on product demos and white papers to differentiate your brand, I’m sorry to inform you that your competitors are now deploying Hollywood A-listers and Pro Bowl safeties. The name game is on.
I’ll be here to consult when you need me. And my fee is much lower than Jude Law’s.
