A Boston-based seafood restaurant chain took things a little too far for some folks with a politically driven ad campaign.
Legal Sea Foods decided to use the contentious 2016 election as the backdrop for some original ads that were supposed to be humorous. Along with taking jabs at actual presidential candidates, the company uses its own president, Roger Berkowitz as a mock contender running in the election.
This approach is treading on very dangerous territory with a polarized electorate, half of whom are just waiting for the next “trigger” moment to send them running for safe spaces.
Case in point: An ad implying that Hillary Clinton is a “cold fish” is not sitting well with many.
“We have a term for cold fish. Sushi.” Read the ad.
What a miss for Legal. Worn misogynist tropes aren’t clever. Neither is alienating your woman customer base. pic.twitter.com/r5JAAQkHtI
— Devra First (@devrafirst) July 25, 2016
According to many on social media, the term “cold fish” is a sexist remark, used for decades to describe emotionally detached women. Although, according to numerous definitions from actual online dictionaries, the term does not discriminate against a specific gender. For example, the Cambridge Dictionary, describes a “cold fish” as “someone who seems unfriendly and who does not share their feelings.”
By that definition, millions would agree with the ad, if not just blow it off entirely as some snarky fun to poke at the combative campaigns.
Plenty of others had a different take:
Shame on you @legalseafoods @DeVitoVerdi. Good ads don’t pander to #sexism. And politics don’t sell seafood. https://t.co/I3QHvDEIds
— Jamia Gaffney (@jamiag74) July 25, 2016
@devrafirst Guess I won’t be eating there anymore.
— Tara Hennessey (@tbh1973) July 25, 2016
@devrafirst I used to like eating there. Not anymore, lost my business.
— Matthew (@matthewgirard) July 25, 2016
Disgusting, @legalseafoods. What year is it that companies can get away with being so misogynist?@devrafirst
— BrittanyNicoleLaHue (@bnicolelahue) July 25, 2016
@devrafirst so true. I called to complain and won’t be going there until there’s an apology
— Moriah (@previouslymsch) July 25, 2016
@PeterSokolowski @devrafirst extremely real pic.twitter.com/0xtM2x2y5c
— Amanda Katz (@katzish) July 25, 2016
Oh, it’s real alright. And plenty of others thought nothing of it.
@devrafirst just go to your safe space and cry….let the adults discuss the adult stuff.
— Matthew Ouellette (@MatthewOuellet2) July 26, 2016
@devrafirst Brilliant ad. Thanks for sharing! https://t.co/aNhbvMUd69
— Mark O’Malley (@markomalley) July 25, 2016
@devrafirst Hilarious! She has the warmth of snake and lies like one too!
— Angela Bonicelli (@Bonichaychay) July 26, 2016
@devrafirst Aww did this ad land in someone’s safe space? Love all of the misandrist H-word supporters crying misogyny.The irony, surly lost
— Let’s Yeah! (@BuyLongTime) July 26, 2016
@devrafirst I… don’t even get it.
— Ben Greene (@bengreene) July 25, 2016
Exactly.
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