Legal Marketing

Law Firm Gets TV Show Mentions

A Massachusetts plaintiffs law firm that started running personal injury commercials as early as the 1970s has found a new way to promote itself: product placements on TV shows.

The goal is to establish the Law Offices of James Sokolove as a national consumer law firm, Jim Sokolove told the National Law Journal. The firm partners with lawyers in 30 states. “We see an unmet need,” he said.

Sokolove himself appears in an episode of Scrubs in which he is introduced to a patient injured in an accident. In The Sopranos, a Sokolove ad can be heard in the background as Tony Soprano watches TV.

Legal consultants say such placements are rare. Howrey tried it in the 2003 movie Runaway Jury, in which actor Dylan McDermott is reminded of an appointment with the law firm on an antitrust matter.

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