Adler brings the 'Texas Hammer' to Anahuac
Houston attorney's Jim and Bill Adler prepare to film a commercial in Anahuac last week.
The film crew prepares the set for Jim and Bill Adler as they shoot a new commercial for the law firm.
ANAHUAC— Wielding a hammer, a familiar face brought a film and production crew to town to shoot a commercial for his well-known law firm.
Jim Adler, known as The Texas Hammer, filmed a commercial for his firm, Jim Adler and Associates, featuring Adler and his son, Bill Adler.
"Mr. Adler is wonderful. He's very wonderful. He has a great sense of humor. He's always open to creative ideas. As a creative, I love that. He lets me do whatever I want," said Javier G. Herba, owner and director of Gozz(h), the advertising agency that filmed the commercial.
Gozz(h) handled the creative, marketing and production for Adler's commercials for about eight to nine years.
According to Yumaira Melendez, marketing and media manager at Jim Adler and Associates, Anahuac was chosen for its beautiful scenery and open roads for the latest commercial.
"Most people do not know their legal rights, and lawyer advertising allows lawyers to let people know what their legal rights are. They can listen to the ads and find out how they can recover their medical bills and get paid for their pain and suffering," Adler said, explaining why he creates commercials.
As a plaintiff's personal injury lawyer, Adler helps a wide variety of people.
"We call ourselves safety lawyers," Adler said. "Want to keep the world safe for Texans."
Having previously filmed a commercial where he jumped from a bridge onto a moving 18-wheeler, Adler is willing to do many out-the-box stunts.
If Adler was asked to jump from a parachute, he would, according to Herba.
"He's ready to make it fun. He is very cool and Bill is the same way," Herba said. "If it wasn't for him, I would have retired."
The crew began working on the latest commercial in January. The agency starts with a concept or an overall idea that transcends into all forms of media.
Once Adler approves, the crew begins fine-tuning details to prepare for production. Filming began Wednesday, Nov. 6 and the crew plans to finish Monday, Nov. 11.
"He would say oh, I like that one and that one and that one. No, Mr. Adler one," Herba said. "But it worked great because we got to do all the crazy stuff we wanted and I think it works."
"The message is the same, but he doesn't marry to one line. He kind of finishes commercials in a different way. It's more of a call to action. We try very hard to figure out a unique way to finish the commercials for him," Herba said.
Also working on the commercial are Kenny Benitez, director of production, and Carlos Arakelian, producer and assistant director.
Filming for the commercial was at FM 562 S. near Saint Paul United Methodist Church.
"I'm amazed that they're able to close the whole highway in order to do this production, but it's not a big deal because they can detour around and have no problem," said Modesto "Butch" White, a trustee for Saint Paul United Methodist Church.
"I started practicing in 1973 when the dinosaurs still roamed the Earth," Adler said with a laugh. "I decided that I would start advertising in 1977 when the Supreme Court said it was legal and ethical for lawyers to advertise."
While at the University of Texas, Adler was deciding between a master's in business administration or law school as his father was a lawyer.
"I just decided I would get a law degree so it would widen my horizons, and I would have more job opportunities," Adler said.
Jim Adler and Associates has about 300 employees, including 35 to 40 lawyers and about 80 case managers. With offices in Houston, Dallas, San Antonio, and Channelview, Adler's team helps many people throughout Texas.
As a third-generation lawyer, Bill Adler follows in his father's footsteps.
"We got a great family business and I've always been into helping people and so it seemed like the natural progression for me," Bill Adler said.
"We just help thousands of people every year," Adler said. "It's kept me busy and been a lot of fun."
Information on services offered by Jim Adler and Associates can be found through their website, television and radio ads, Facebook, YouTube, Instagram and TikTok. Their website is https://www.jimadler.cm/.