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Sullivan Higdon & Sink seeks to conjure some Southern hospitality and authenticity for seafood chain Captain D’s in the agency’s first effort since winning the $12 million account.
Three TV spots that break in January introduce a new spokesperson for the Nashville, Tenn.-based company. The character, a restaurant manager named Louise, is meant to put a human face on the chain, said Tug McTighe, senior copywriter at the Kan sas City, Mo., agency.
“This is a company built in the South, and there is a lot of Southern hospitality there,” McTighe said.
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