The short answer is that it's most likely not really a law firm running the ads.
I'd guess that all states have unauthorized practice of law statutes. Many companies, have tried to get around this by having "captured counsel" who are employees of the company. Others are more blatantly companies in business solely to practice law. Perhaps the best recent example was Wolpoff, which was owned by a hedge fund who lost its ass.
Without getting into a bunch of mundane regulatory stuff. The nationally run commercials are typically a company of some sort referring these cases to other lawyers for a fee. All states that I know of prohibit the sharing of legal fees with non-lawyers. So they the company uses the lawyer as a front to launder as well as market. Some states, like Texas, prohibit strict referral fee sharing even amongst lawyers --even though it still goes on a smaller scale.
I suspect that depuy ads are just a company trying to cash in and need the lawyer for a front.
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