A newly launched advertising campaign from the Boston-based Legal Sea Foods restaurant group is receiving laughs as intended, but also a bit of controversy, as some feel the message goes a little overboard.
Entitled “This Day in Fishing History,” the TV commercials present faux historic footage to accompany individual tales of what happens to those fortunate fishermen who finally succeed in selling their fish to the notoriously picky buyers at Legal Sea Foods.
But while the commercials focus on the fact that only the freshest fish makes its way to Legal Sea Foods, each spot features a side order of dark humor or innuendo.
“The essence of this campaign is that we only select the freshest fish to serve at Legal Sea Foods. Given that, we wondered who would be most pleased by the fact that we are so exacting, besides our dining guests. The answer is: The fishing boat captains who consider it a privilege and a cause for celebration to sell their catch to us,” said Roger Berkowitz, president and CEO of Legal Sea Foods. “The message is serious, but our approach is entirely tongue-in-cheek, and some have expressed their disappointment with our humor.”
In one TV spot, entitled “Houseboat”, Captain C.G. O’Reilly purchased a houseboat to live out his life after achieving his lifelong dream of selling a fish to Legal Sea Foods. The documentary-like narration states that the captain’s life was later tragically cut short when he “went to get the paper, and forgot his house was a boat.”
Another spot, purportedly set in 1964, profiles the fictitious Capt. Earl Melvin who finally catches a fish “good enough to sell to Legal Sea Foods.” Viewers learn that the captain commemorated this achievement by getting a tattoo of an anchor. The narrator then adds that the captain also commissioned a tattoo of “two women riding a dingy…but that was for a different occasion.”
The campaign, created by the New York advertising agency DeVito/Verdi, can be seen here at:http://www.fliqz.com/aspx/permalink.aspx?vid=abe4f284f4ac4feb818fe7d25fa8e1d4
The campaign also includes a number of print ads that are designed to look like real newspaper articles that carry the news of a particular fisherman who has just sold his first catch to Legal Sea Foods. These ads have been appearing in newspapers in Washington, Florida and the New York metro area.
The company indicated that it has no plans to remove any of the commercials from the airwaves.
About Legal Sea Foods
Legal Sea Foods was founded more than 50 years ago as a small fish market in Inman Square, Cambridge. Today, President and CEO Roger Berkowitz leads the company toward continued growth and diversification. With 30+ restaurants up and down the East Coast, Legal Sea Foods has earned scores of honors and awards (its Clam Chowder has been served at every presidential inaugural since 1981), and proudly carries its well-earned reputation as the nation’s finest seafood restaurant. For more information about Legal Sea Foods and its locations, please visit www.legalseafoods.com.
About DeVito/Verdi
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi, which has been voted “Best Agency” six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 15 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Meijer, The National Association of Broadcasters, Sony, Canon, BMW, Circuit City, Daffy’s, Esquire Magazine, Men’s Wearhouse, TimeOut Magazine, Grey Goose Vodka, SteinMart, Reebok, Massachusetts General Hospital, Hotwire.com, Office Depot, Legal Sea Foods, Mount Sinai Medical Center, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
