|Photo: John Hryniuk|
Prominently displayed on the web site of a legal marketing initiative called the Personal Injury Alliance are links to three one-minute long commercials featuring people who have suffered catastrophic injuries as a result of accidents. Accompanied by soft music playing in the background and showing the individuals now leading active lives despite their injuries, the video clips also include praise for their unnamed lawyers. They end simply with the person stating his or her name. Glossy, with good production values, and attempting to be inspirational, the videos are stylistically more like the athlete profiles that run continuously during Olympic Games than what they actually are: Commercials for a group of the best-known personal injury law firms in Ontario.