This later ad features Jim talking about who he really wants to hammer: victims! (or victums, if you will)
He was a lawyer from Rochester, NY. His ads were widely seen throughout the eastern United States and Canada in the early to mid 90's. There is a good write-up on him at Wikipedia that explains a lot (found here: http://en.wikipedia.org/wiki/Jim_Shapiro).
Near the end of the practice's life, Jim didn't even appear in the ads. Instead, a mean-looking old man extolled Jim's virtues, speaking with less fire than Jim, but having a much more sour expression.