Co-operative Legal Services kicks off a multi-million-pound advertising campaign today with its first TV and radio ads.

The Co-op said the TV campaign will focus on how the complexities of the legal world can make the public feel and promote its ‘caring and jargon-free’ approach to providing legal services.

The advertisements, which will air on ITV1 London, Sky 1 and other TV and radio stations in London, were created by agency Leo Burnett. The TV ad was directed by a former barrister, Jamie Rafn.

The ads, which feature ‘real-life’ consumer stories, claim the Co-op can help people with ‘expert, honest advice and clear pricing’.

Marketing director Ian Mackie said the campaign is intended to build its brand and support the expansion of its legal services.

‘Our offer has never been more relevant, particularly with the changes to legal aid and the questions this raises about access to justice.’

Mackie said: ‘We believe it’s vital to make it as easy as possible for people to gain access to legal advice in both an affordable and unintimidating way. This campaign is designed to support our promise to offer straightforward advice and fixed-fee services that give people clarity and transparency over costs.’

Co-operative Legal Services was the first major consumer brand granted alternative business structure status by the Solicitors Regulation Authority.

A spokesman said that the business has no current plans to extend its service to provide criminal legal advice and will not be considering making a bid under the proposed new price-competitive tendering arrangements, scheduled for the autumn.

Its campaign follows a ‘John Lewis-style’ TV advertising promotion by law firm network QualitySolicitors last year.