Use words such as “pest,” “bug” or “termite” in the same sentence as “lawyer” and a likely assumption is that you’re concocting an insult. But the nickname “bug lawyers” has grown on the attorneys at Montgomery, Ala.’s Crosslin, Slaten & O’Connor P.C.–so much so that they’ve devoted an advertising campaign to promote the unusual moniker.

In addition to its brochure and Web site, the firm now markets itself through a small, shiny black fold-out that opens to a transparency of a big, gold termite and promises, “Our lawyers are as comfortable crawling a house as strolling a courthouse.” On its Web site, at www.buglaw.com, creepy, crawly things make their way across the screen.

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