The Texas Hammer

Jim Adler & Associates - The Texas Hammer
Javier Garcia
1. The ad mostly takes a direct hard-sell approach, first telling the audience that he takes it upon himself to avenge the victims that come to him for help. He tells the audience that he goes out and "hammers" the insurance companies for what they owe the victim. He claims to be the best by way telling of one victim that was hit by an 18-wheeler, saying that he gets results quickly because they got their settlement that very next week, with a total of 83,000 dollars. The commercial ends with 3 more examples of the results that he can get for his clients, all of them in the 5 to 6 figure range.
2.I didn't notice it until I watched it for a 3rd time, but the ad also takes a subtle soft sell angle with the setting of the commercial. Jim Adler wants the audience to see him as a fighter, so he literally gives the entire commercial from a ring inside of a boxing gym. And while he goes through his litanies of avenging the injustices of the people, there is a boxer punching a speed bag in the background.
Also, I believe that Adler, based in Houston, is making an association between himself and former Congressman from Houston, Tom Delay. Delay's nickname in the House was "The Hammer", and the name would resonate with people from the Houston area. Delay got the nickname for politically twisting peoples arms in Congress while serving as Majority Whip, whose job it is to round up votes for a bill under consideration. Adler is trying to build an image with consumers exactly like the one Delay had.
3. Adler is making an appeal to victims of auto accidents, who are probably worried about paying for their medical bills and making sure that they are treated fairly. Adler is appealing to their need to feel secure, trying to make them believe that Adler will be relentless in his fight on their behalf.