Tuesday, October 25, 2011

Legal Seafood Ads Get the Job Done

Legal Sea Foods' latest ad spot says save the fish "so we can grill that baby up real nice."  They are attention-getters, and the reasoning behind them is sound -- people respond to things that impact their lives.

This seems basic but doubt it has been said in quite this way before, and that makes it original and inspired. 

People need to understand that that their favorite fish to eat might disappear altogether if we don't fish sustainably. Save the tuna so we can eat tuna sushi long into the future. Save the cod so we can have more fish and chips.

The ad stumbles when it mockingly says save this sea life because "every creature is sacred" or something touchy feely along those lines. That's a bit of a cheap shot.

I have not run into anyone in the marine conservation world who has advocated saving a fish because of their holy stature or anything like that. So the joke can be a put-off but a mild one -- the bottom line message is "save".

The ad is likely much more effective at reaching more people than poetry, certainly more than doom and gloom.

I cannot afford to care too deeply how we get there (as long as it's smart and does not create more problems). 

The focus is on the end game. If these ads end up saving sea life and achieving healthy oceans, they are getting the job done. Good work.

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