Morgan & Morgan and the Dynamic Jewo Make a Splash with a Merman Lifeguard
Morgan & Morgan continues its unique, comedic approach to legal advertising with the latest installment of its national “Power Move” campaign. The firm's newest spot, “Merman,” dives headfirst into the absurd and surfaces with the same sharp wit that has defined the campaign from the start.
The spot opens at a public pool, zooming in on the unlikely lifeguard on duty. He watches over the pool with the calm confidence of someone who was literally born for this job. The twist: he’s a merman. When a woman suddenly finds herself in “distress,” the merman lifeguard springs into action, diving into the pool and cutting effortlessly through the water to her rescue. Equal parts heroic and completely unhinged, the spot closes with the merman gliding her to safety followed by a perfectly timed dolphin call.
The campaign’s trademark closer quickly follows: “Having a merman as your lifeguard is a power move. Hiring America's largest injury law firm after an injury? That's a power move, too.”
"Morgan & Morgan's in-house creative team is in a league of its own," said founder John Morgan. "They consistently find ways to push the envelope and make every campaign feel fresh. 'Merman' is a perfect example of what sets us apart. We are not afraid to be bold and completely rewrite the rules of legal advertising."
“We couldn't be more thrilled to unleash our Magnum opus… our Merman on the world. He's glorious. We wanted to create something that would make people stop scrolling, lean in, and laugh. Every choice from the colors and casting to the soundtrack was obsessively intentional. The level of craft that went into this spot was matched only by the enthusiasm of the team behind it. Projects like this don't come around often. For all of us involved, it felt like the kind of work that reminds you why you got into this business in the first place. Thank you, John Morgan, for getting it… a true GOAT,” said Carlos Wigle, Chief Creative Officer at Morgan & Morgan.
“Merman” is the latest in a campaign built around overqualified solutions to everyday problems. Previous “Power Move” installments include a crime-drama inspired interrogation spot starring an owl and a family babysitting scenario featuring WWE superstar Liv Morgan.
Created by Morgan & Morgan’s in-house agency, “Merman” will run nationally across broadcast, digital, audio, and out-of-home throughout 2026.
CREDITS
Client: Morgan & Morgan
Agency: In-House
CGO: Yehuda Apfelbaum
CCO: Carlos Wigle
CMO: Tom Hafen
VP of Marketing: Andrew Pagonis
Creative Consultant: Aron Fried
CD: Yoni Lazar
ACD’s: Natalia Cade, Marco Vides
Head of Design: Avi Marciano
Senior Director of Creative Content: Dov Drelich
EP: Matt Sausmer
Senior Director of Communications: Leslie Patterson
Directors: The Dynamic Jewo
Production Company: The Change Machine
Producer: Rayna Saslove
DP: Xavier Grobet
Talent & Business Affairs: Ingenium
Editorial Company: In-House
Head of Post Production & Lead Editor: John Piccolo
Senior Editor: Andrew Waffenschmidt
Senior Post Producer: Josh King
VFX Artists: Mark Phillips, Nate Reinhold, Zoic Studios, Dino Tsaousis
Colorist: Aidan Stanford @ ArsenalFX Color
Audio: Jeff Payne @ Eleven Sound
