Disco, an AI-enabled legal tech company, has a new brand character—none other than Lady Justice, aka Lady J, the the personification of the morality in judicial systems, armed with scales and a sword, since ancient Roman times.

A new commercial from Disco sees Lady J fed up with the outdated tech of the legal system. She begins destroying books and computers and urges lawyers to “law better” with Disco’s services. “If you don’t have Disco, I can only assume you hate your families and don’t want to go home,” Lady J voices to a group of lawyers. “Do you hate your family, Greg?” she asks one lawyer.

Digital and social placements will feature Lady J promoting the company’s AI-driven tech, with some ads depicting her standing atop old computers.

"When it comes to technology, it's time for the legal sector to modernize itself and embrace innovation like other industries have. We’re taking a humorous approach to get noticed, but the things Lady J gets angry about are all real-life frustrations that lawyers face every day of their working lives and which Disco can solve,” said Disco CMO Tom Furr.

London-based creative agency BigSmall partnered with Disco on the campaign, which launches in the U.S. before rolling out to other markets later this year.

The campaign was shot by award-winning director Clay Weiner through production company Biscuit Filmworks in London.