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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.
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