• by Karlene Lukovitz  @KLmarketdaily, July 1, 2015

Legal Sea Foods continues to burnish its reputation for advertising that disdains the politically correct to elicit attention, chuckles, and ideally, some controversy. 

In 2008, its edgy ads stirred a brouhaha in the Boston area by insulting local transit workers. Last year, CEO Roger Berkowitz called "chain" (as in restaurant chain) a four-letter word, and used an expletive that had to be deleted for TV.

The brand, which has more than 30 restaurants up and down the East Coast, also tweaked religion a bit in 2012, with a campaign that included a "Jesus fish" that worked Legal's name into the Christian fish symbol.

Now, through its long-time ad agency DeVito/Verdi, Legal is taking on religion more aggressively, with tongue-in-cheek creative that offers equal opportunity for offense across denominations.

The premise: Legal is proselytizing people to become "Pescatarians," by suggesting that this is a more appealing alternative to various established religions and beliefs. 

The campaign's 15-second TV spots parody the standard creative approach of some sects: using sunsets and other beautiful natural scenery as a backdrop, as a deep, soothing voice woos viewers to come join their communities.  

Examples: "Catholics eat fish on Fridays. Pescatarians eat fish all week long"; "Moses split the Red Sea. We split lobster tails and drizzle melted butter on them"; "Jesus fed 5,000 people with a few fish. We do that every day"; and "In our book, gluttony isn't a sin. It's a commandment."

Each ad ends with the message: "It's time to convert. It's time to become a Pescatarian."

Print ads use the same copy as the TV ads, displayed on parchment-paper background (example above). 

The campaign also includes subway car ads, buttons, bumper stickers (“Salmon Is My Co-Pilot”) and a mock Web site dedicated to more faux proselytizing.