Zach Buchanan
Audio By Carbonatix
Outside of Bad Bunny’s enthralling halftime show, Super Bowl LX didn’t offer much to viewers who weren’t Seahawks fans. There were a menacing number of AI-related ads, field goal after field goal and a few chuckle-worthy spots that leaned heavily on 1990s nostalgia.
But one local commercial had Phoenix viewers scratching their heads. What was with the Dimopoulos Law ad?
The ads are for the same law firm, owned by Las Vegas-based attorney Steve Dimopoulos, depicted on largely information-free billboards throughout the Valley. For the past year or so, Phoenix residents have been confronted by bold, black-and-gray billboards featuring only the firm’s name and the face of a besuited 30-something man looking into the distance. There’s no website and no phone number, only the tagline “WE WIN.”
Sunday, he was on Phoenix-area TV screens. The 60-second ad, which claimed to be “based on true events,” offers a bit of sleekly filmed but woodenly acted mythmaking, focusing on Dimopoulos’ origin story in Vegas, a “city built on risk.” “One law firm doesn’t play to win. They play to dominate,” a voice intones as a sunglass-wearing Dimopoulos drives a sleek white Bugatti.
Dark, foreboding music plays as the firm’s signature “WE WIN” billboard is seen in the background. Dimopoulos is then shown walking into a courtroom with cameras flashing all around him — that personal injury lawyer paparazzi is hard to duck — and then talking with associates in a chandelier-filled room and clinking champagne glasses.
“I started this firm with a desk and a dream,” Dimopoulos says in a voiceover. “Today, my team recovers millions every week for our clients, but it’s not about the money. It’s about being number one.”
The high-profile ads follow the same aesthetic as the firm’s previous commercials, which have featured famous faces such as actor Eric Roberts, reality TV star Scott Disick and TV host Mario Lopez. Dimopoulos has also collaborated with boxer Mike Tyson, who had a similarly dark Super Bowl ad with MAHA Center Inc., which is a non-profit aligned with the “Make America Healthy Again” movement spearheaded by Trump administration Secretary of Health and Human Services Robert F. Kennedy Jr.
The Dimopoulos Law advertisement got mixed reactions from Valley social media users. One user called the ad “fire” and complimented its “Wolf of Wall Street vibes” — although he called Kendrick Lamar’s halftime show last year “HORRENDOUS,” suggesting he probably misunderstands the point of “The Wolf of Wall Street.” Adam Walz, a city of Phoenix spokesperson, also seemed to enjoy it, writing that it “did not have to go that hard.”
Others weren’t fans. Arizona GOP Executive Director Brian Murray wrote the ad “seems like pure fraud,” adding, “It’s like hi I’m an ambulance chaser but I’m also cool #poser.” Another person said it was a commercial about “narcissistic personality disorder,” adding, “Good lord man. Just ask for a hug.”
Someone else was just surprised that it was Dimopoulos Law Firm that got a Super Bowl ad, and not another in-your-face local attorney. “It’s so over for rafi omfg,” they wrote. On Reddit, one person got sarcastic: “Bro, I’m definitely calling him if I need a lawyer! Did you see that car he was driving that costs more than I’ve made in my entire life?!”
What did you think?
