Larry H. Parker, a personal injury attorney whose aggressive motto of “We’ll fight for you!” was a staple of TV, radio, billboards, and bus benches in Southern California for decades, has died at 75.

Details on when, where and the cause of his death have not been released by his firm and family, who have both confirmed that he died.

Although Parker’s name was branded by his firm, it was part of a larger legal conglomerate that includes several law firms.

But Parker was the marketing face of legal help in the aftermath of auto accidents and personal injuries in Southern California, his face seen by millions through the firm’s constant marketing tactics.

The Law Offices of Larry H. Parker is a brand that has been around for more than 50 years, spawning a host of imitators, and even, some say, a Saturday Night Live parody.

Watch one of his television commercials above.