I totally get what they're doing, and as gimmicky as it is, it is almost certainly effective. If you're conditioned to see "suits" as "people who look down on me", you're probably going to like the cut of this guy's jib.
I look at this and hear "We look down on you even more. We think you're so stupid you'll hire a lawyer based on how they look rather than on how effectively they'll represent you."