If a lawfirm puts it's name in gigantic letters on a sky scraper (or the nearest Richmond equivalent) that's a written ad, sent to the entire city of Richmond, and meant to draw in customers, isn't it?
Under Virginia's Rule of Professional Conduct 7.2(d) I think that requires an equally large "ADVERTISING MATERIAL" sign and instructions as to how people can keep from getting this message again in the future (which might be a little tricky).
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