Legal Sea Foods Mocks Save-the-Animals PSAs in New Ads

Save them so you can eat them

The latest campaign from the always-provocative Legal Sea Foods baits environmental groups into complaining. "Save the crab. Save it to show that every creature's sacred, no matter how small," extolls one spot's voiceover. Sounds like a PSA, but the shell game is soon revealed: "Save it just so we can chop it up into tasty little crab cakes." Other ads skewer salmon and trout. Client CEO Roger Berkowitz says he's not fishing for controversy and merely wishes to "educate consumers," though they could probably figure out on their own what crab cakes are made of. You might recall that Groupon aired a faux PSA in the Super Bowl this year. That went so swimmingly (well, it generated buzz), I guess Legal decided to chart the same course. (Groupon also did a fake save-the-whales spot with Cuba Gooding Jr.) "I'm not trying to antagonize environmentalists," Berkowitz insists, but of course Greenpeace complained. "Ironically, the trout sold by Legal Sea Foods is farmed and has never seen a golden brook or sunlit stream," says John Hocevar, director of Greenpeace Oceans. The ads are actually pretty funny. Of course, Greenpeace wouldn't recognize a joke if it torpedoed one of their Left-listing party rafts. Sorry for the tidal wave of puns. Guess I went overboard. Two more ads after the jump. 

Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.