Watch Legal Sea Foods' 'Environmentally Offensive' New Ads

Boston-based chain Legal Sea Foods rolls out an ad campaign today involving a series of three short commercials that mimic public service announcements gone wrong: "Save the crab. Save it to show that every creature is sacred, no matter how small. Or just save it so we can chop it up into tasty little crab cakes."

As you might suspect, environmental activists are already upset about the commercials, but the company has a history of provoking them. Back in January, Legal Sea Foods held a dinner at one of its Boston locations that featured fish from the Monterey Bay Aquarium's Seafood Watch list. Another controversial ad campaign from 2008 depicted fish saying things like "This conductor has a face like a halibut," on the side of Boston subway cars.

Video: Save the Crab ad

Video: Save the Salmon ad

Video: Save the Trout ad

· Legal Sea Foods' ads catch some flak with environmentalists [USAT]
· Legal Sea Foods "Fresh Fish" [AdWeek]
· All Legal Sea Foods Coverage on Eater [-E-]