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.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED