Grill Magic | Adweek
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Grill Magic

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Rubio's has changed its focus from fish tacos to food preparation in its first regional network and cable TV campaign.





Created by VitroRobertson in San Diego, Calif., two 30-second spots highlight the Mexican fast-food chain's theme and name change from Rubio's Fish Tacos to Rubio's Baja Grill and feature its char-grilled carne asada, chicken and mahi-mahi.





The spots, which broke last week in San Diego, Orange and Los Angeles counties, show a box opening, with several matches popping out, as if alive.





The matches, which light by themselves, form the shape of a grill, as a voiceover says, 'Come taste what a little fire can do.'





The spots, running through mid-July, were created by using real matches with stop-action cinematography, rather than computer animation.





Last February, after a review, VitroRobertson won the estimated $1 million account.





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