Larry H. Parker, a renowned accident and personal injury attorney known for his compelling television commercials that pledged to “fight for you,” passed away on March 6 in San Juan Capistrano, California, at the age of 75.
His son, Justin Parker, confirmed his passing but did not mention the cause.
Throughout the years, residents of Los Angeles became well-acquainted with Parker’s distinctive brand of confidence and commitment. His face was a familiar sight on city billboards and in TV advertisements.
In one memorable commercial, a voiceover states, “When it comes to the law, you want someone who carries a big stick,” as the scene shifts from a hockey fight to Parker, dressed in a suit and glasses, standing firmly with his hands on a desk, signaling he’s battle-ready for the courtroom.
Parker once explained in an advertisement, “People sometimes ask me why I seem so angry in my television commercials. The truth is, I am angry. I’m angry when big insurance companies take advantage of little people.”
His commercials portrayed him as a formidable legal fighter, a persona that seemed to resonate with those who had suffered injuries and sought his firm’s services. Since its inception 50 years ago, the Law Offices of Larry H. Parker has secured over $2 billion in verdicts and settlements, as stated on its website.
“I wanted the consumer to see someone who cares about their rights,” Parker shared in a 1995 interview with The Los Angeles Times. “They’re seeing me, the real guy.”
Many of his ads featured testimonials from victims of injury or hardship, although a disclaimer noted these were dramatizations by actors portraying fictitious cases.
Despite the campy nature common in personal injury lawyer advertising, Parker positioned himself as a defender of those feeling powerless against impersonal insurance companies.
“If the insurance companies would just treat these people fairly,” Parker told The Times, “they’d put guys like me out of business.”
Larry Hugh Parker was born on August 26, 1948, in Philadelphia to Ben Parker and Netty (Reardon) Parker.
He earned a psychology degree from California State University, Los Angeles, in 1970 and went on to receive a California State Bar certificate in 1973 after attending Southwestern Law School.
Parker is survived by his wife, Irene Parker; his son, Justin; two daughters, Shelley and Jodi Parker; and three granddaughters.
The firm’s commercials first aired around 1982, gaining increased visibility during the O.J. Simpson trial, a period when television viewership spiked, though Parker noted the challenge of crowded ad spaces during the trial.
“It helps, and it hurts,” Parker remarked in the 1995 Times article, referring to the trial’s impact on advertising opportunities.
The firm’s advertising strategy, which cost about $1 million annually, did not go without criticism. California lawmakers and some litigators expressed concerns that such ads might encourage people to exploit the legal system for personal gain.
However, Parker believed in the importance of giving everyone a chance to fight back.
“We’re always going to be attacked,” he said. “But in the end, in a lifetime, everyone needs a lawyer.”