Brian Loncar (November 20, 1960 - December 4, 2016) is a lawyer . He founded Dallas personal injury law firm Loncar & Associates. He was known for his TV ads featuring the "Strong Arm"  - a huge bicep and forearm pounding against steel while Loncar promised to get clients the money they deserve if they've been injured in a car accident. 
Loncar was severely injured in a car accident in May 2008 when a Dallas Fire-Rescue truck, on its way to an emergency, smashed into the driver's side of his 2008 Bentley in the Oak Lawn neighborhood of Dallas   , breaking his pelvis and 10 ribs and collapsing one of his lungs. 
In December 2016, one week after his daughter Grace committed suicide after bouts with depression, Loncar was found dead in his office. The cause and manner of his death are under investigation. He was 56 years old.