The commercial begins with people putting together an unknown life size puzzle. The people building the puzzle represent the hard working clientele that make up the focus of Black & Jones. The puzzle pieces consist of words that represent what the injured worker is looking for in a legal firm, such as aggressiveness, experience dedication, education and experience. These words also describe the law office of Black & Jones too a tee. At the end of the commercial the puzzle is spun around showing Attorney Jim Black’s image followed by the real Jim Black’s appearance.