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TV ad to shake up Captain D's brand
September 12, 2007
BIRMINGHAM, Ala. — A new commercial from Captain D's features a mix of animation and trademark "stop-motion" technique. The spots are part of a multimillion-dollar overhaul of Captain D's restaurants and menu, under way marketwide in the chain's hometown of Nashville.
Birmingham-based ad agency o2 ideas brought in independent filmmaker David Russo to produce the new TV spots.
The commercial depicts an animated fish being painted by a seaside artist as it "swims" through crowds. The spots feature numerous people holding the fish paintings, perfectly still, while the passers-by represent the sea of humanity the fish is traveling through, according to a news release. Approximately 298 paintings of the fish were created for the project.
Producer John Andrews of ka-chew! and o2 ideas shot the commercial in two Seattle locations — the Bite of Seattle Food Festival and Puget Sound — where it took Russo seven hours to film the opening ocean scene to produce four seconds of footage. The commercial concludes at the Captain D's Seafood Kitchen in Hermitage, Tenn.
Changes to the Captain D's brand include a revamped restaurant design and a "Seafood Kitchen" concept featuring a new menu of grilled kitchen selections, pasta bowls, salads, sandwiches and home-style sides, as well as Captain D's classics.
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