Eagle-eyed viewers of Liverpool's recent Champions League qualifying match at Anfield against CSKA Sofia may have noticed a hoarding at the Kop End advertising solicitors Aston Bond. While there have been examples in recent years of law firms taking out such advertising, they have invariably involved large City practices such as Norton Rose, Mayer Brown Rowe & Maw and Taylor Wessing. Aston Bond, by considerable contrast, is a two-partner commercial firm in Slough. Managing partner Stephen Puri explains that the opportunity arose at the last minute through a contact and he jumped at it, provoking quite a reaction. 'It shows our existing clients and contacts that we are what we say we are - a good commercial firm outside the centre of London that punches above its weight.' The other interesting thing about Aston Bond, which was set up in May 2004, is that it is one of the few practices we have come across to make creative use of the liberal Law Society rules on naming law firms. Rather than go for, say, Puri Thomson (the senior partner is Duncan Thomson), they took inspiration from James Bond and the make of his favourite car to live up to their tag line that they are 'refreshingly different'. Obiter has been disappointed at how few firms have gone down this road. It seems we are still a long way from seeing, to recall the example used in the Law Society Council at the time of the names liberalisation, the likes of the Wild Bill Hickok Equine Law Consultancy.