Legal Marketing & Consulting

Law firm apologizes to truckers for 'serial killer' ad

A Texas law firm is apologizing for an ad in Maxim magazine that created such an outcry among truckers that truck stops pulled the publication from their shelves.

The full-page ad for San Antonio law firm Villarreal & Begum showed a picture of a truck cab beneath the words “serial killer.” Both the law firm and Maxim are apologizing for the ad after Pilot Flying J and TravelCenters of America pulled the magazine from their shelves. Publications with stories include HDT Trucking Info,,, and

The copy read: “3,561 people died on America’s highways last year. Another 2.36 million were injured. You need a law firm you can Trust. You need Experience. You need Strength. You need Villarreal & Begum. We’re proven leaders in prosecuting cases involving death and catastrophic injury.”

In its statement, the law firm says it never intended “to disparage the hardworking Americans that drive tractor-trailers for a living. Our intent was to reach out to those individuals who have been involved in catastrophic accidents as a result of irresponsible drivers. The ad was inartfully created, and we could see how it may have caused our message to be misconstrued. We recognize the service that truck drivers provide to this nation and acknowledge that most truck drivers are safe and responsible drivers.”

Maxim also issued a statement saying the ad “does not reflect the beliefs or opinions of the people at this magazine, which recently has begun operating under new ownership.” The ad has been pulled from Maxim’s digital copy and replaced with facts about the trucking industry.

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