It works on two levels. First, the idea connects directly to the product being sold. You split up, you need a divorce lawyer. That simplicity ensures that people won't forget what's being sold.
Second, it's genuinely amusing. You can't help but smile at the door-opening reveal, which got lots of people talking about it in the office building.
And third, it's mean-spirited and denigrating to the profession. Sorry, I am not a divorce lawyer - I am a family law attorney. I don't take relish in, nor do I joke about, the death of a marriage. What I try to do is to ensure people who are going through a difficult time are treated fairly.
One idea from collaborative divorce that I use is this: divorce means the death of a marriage, but it does not mean the death of the family. The family may be structured differently, but the relationships - parents and children - are still there.
I am willing to bet that the client who thinks this is "clever" advertising will be a bitch to deal with. Same with the one who walks into your office and tells you, "I want you to be a pit bull."
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