Captain D’s Brings Back ‘Louise’

CHICAGO Sullivan Higdon & Sink brings back its “Louise” spokescharacter for Captain D’s in the seafood chain’s first brand advertising.

The new brand spot does not tout a specific restaurant item or promotion, instead focusing on the Nashville, Tenn.-based company’s “crave appeal.” It was filmed as a version of a promotional spot for the chain’s Homestyle Crunchy Fish for use at the company’s discretion. The brand spot is slated to break this week.

In the spot, friendly co-worker Louise notices a man moving furniture into a Captain D’s parking lot. After Louise tells the customer he can’t move in, a voiceover notes, “The food is so good you may never want to leave.” The ad continues the tagline, “You’re always welcome aboard,” introduced by the Kansas City, Mo., agency last year.

Spending for the campaign was not disclosed. Captain D’s account is valued at about $12 million annually, according to TNS Media Intelligence/CMR.