Red Lobster Ad Big on Shrimp

CHICAGO — Red Lobster Monday breaks new TV ads to support its fall “30 Shrimp for $9.99” promotion.

The new spot, “Test Dummy,” airs nationwide in 15- and 30-second formats on network and cable stations. Euro RSCG McConnaughy Tatham handles.

Spending was not announced. Red Lobster spent $74.4 million in measured media buys in 2000, and nearly $29 million through the first five months of 2001, according to CMR.

Creative continues the Go Overboard campaign with humorous spokesman Chef Ned, who bowed in ads for July’s Festival of Crab promotion. The ad is set in a Red Lobster test kitchen with Chef Ned and an assistant lifting shrimp from a steamer and placing them, one by one, on a plate being held by a crash test dummy-cum-waiter. When the 30th shrimp is added, the heavily laden dish crashes to the floor.

“30!” say Ned and his assistant, followed by the voiceover: “Go overboard.”

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