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Best Lawyer Lead Gen Yet: Advertise Next to Your Mugshot

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Lawyers and Settlements; March 22, 2013

Why try to brush that bad rap under the carpet when you can capitalize on it—by serving ads for your law firm up to it!

Well, it probably wasn’t the intent of Florida attorney Thomas Lewis Edwards. Heck, he had nothing to do with it really—just a matter of whatever ad company he’s using serving up ads based on web searches for his name.

See, Edwards had the misfortune of being criminally charged with drunk driving and allegedly involved in a hit-and-run accident. Not usually good PR for an attorney. (Note: Edwards is criminal defense attorney.) And, after he posed for the in-house photographer—styled in emerald green stripes (a look that not everyone can pull off, mind you), his mugshot made it online.

From there, thanks to the logic built into the ad server, voila—the ad for his law firm appeared right next to his mugshot. Needless to say, once picked up by Gawker, Reddit and ABA Journal, it went viral. Talk about an endorsement!

The one who’s not mentioned in this but who sort of reaps some collateral damage out of it is Edwards’ partner, Geoffrey Mason. Guessing there were a couple of awkward moments and closed-door sessions at the firm once the screenshot went viral.

According to the Gainesville Sun, upon being asked about the irony of the situation, Mason took in stride and replied, “It is what it is.”

Yeah, it is.

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