For context, Morgan & Morgan created a series of commercials and billboards claiming that size matters. It's because Morgan & Morgan is the largest injury law firm on earth or something. The phrase also has a sexual connotation. The ads didn't take it too far, but everyone knows the debate about male size and whether it matters. So a big law firm is saying that size matters, and they are kind of using sex to sell, even if the Morgans aren't the sexiest men alive.
The genius of Harrell & Harrell's ad campaign is that Holt Harrell probably is the sexiest lawyer alive. And the billboard, with a photo of Holt, reads, "The right size." That's freakin hilarious! Plausible deniability allows one to say it's just in response to some large law firm that doesn't really know who you are, but if you acknowledge the use of sex in the Morgan & Morgan ad, then the response ad is doing the same thing. It's not the size but how you use it, right? Morgan & Morgan is just too big and too firm.
When you are a handsome, wealthy lawyer-veteran like Holt Harrell, you're probably more worried about lining up donors for a potential Senate bid than a pissing contest with Morgan and Morgan, but Holt won it anyhow. Because of the ad, you assume Harrell drives a sensible family sedan instead of a monster pickup truck. You assume he shows up for court well-rested rather than hung-over. You assume he is polite to the judge. You assume he holds you afterwards; or holts you. Most of us associate law firms with one-night-stands: you're ashamed to do it, but you kind of want it to be good if you're going to bother. But Holt Harrell is the lawyer you'd be proud to bring home to dinner with the family.
My wife used Milwaukee's biggest and most advertised law firm when she got into an accident, and it worked out OK for her, but when she finally met the man behind the "one call, that's all" catchphrase, she said it was like meeting a rock star. And that was after all his minions did his bidding to get the settlement. I told her he probably meets all the clients once just to see if they'd make good billboard photos, but she didn't really make enough money to get plastered on a giant sign. You don't imagine Holt Harrell checking out clients once just to see if they're billboard-worthy. That's a big, sleazy Orlando-lawyer move. And it's not the size of the boat but the motion of the ocean that makes all the difference.