They’re ambulance-chasing scum, but they can write a mean headline.

Law firms are right up there with dermatologists and local real estate agents for horrendous ads. They all seem to think that a wildly grinning shot of the boss, combined with Microsoft Word clip art and garish typography, are the ticket. For New York subway riders, Dr. Zizmor’s oeuvre is the apotheosis of the genre.

But a few days ago, on the back of a city bus, I saw a simply art-directed ad for a slip-and-fall law firm (whose name I forget, unfortunately) with a picture of a hand gripping a cane and this headline:

We’ve never seen a cane strong enough to support a whole family.

Whoever wrote that, if handing out business cards in the ER doesn’t work out for you, give me a call.

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