From NYTimes’ ‘In Advertising’ newsletter (separate from the Media&Advertising section) comes the tale of the campaign for a restaurant chain called Legal Sea Foods. The radio spots sound hilarious.

The radio commercials are produced like fast-paced mini-
episodes of a quiz show or game show. A right answer elicits
a bell ringing, while a wrong answer gets a rude buzzer.

The contestant in the first radio spot is “Chef Nigel of the
Buckingham Fish Palace.”

“I spent years mastering the nuances of preparing seafood,”
Nigel says. Buzzer.

“I spent months mastering the nuances of preparing seafood,”
he says. Buzzer.

“I took some night classes, okay?” Bell.

Nigel then boasts his restaurant has five stars. Buzzer.
Four. Buzzer. Three. Buzzer. Two. Buzzer.

“It’s not that bad,” Nigel says. Buzzer. “It could be worse.”
Buzzer.

“Blimey, that’s ‘orrifying,” he concludes. An announcer comes
on to reassure listeners that they can trust Legal Sea Foods.

A second radio commercial features “Francois,” a maitre
d’hotel with a comically thick French accent who proclaims,
“It is of utmost importance to me everyone loves their meal.”
Buzzer. “Likes their meal.” Buzzer. “Pays for their meal.”
Bell.

Francois says his restaurant uses “the same fish as Legal Sea
Foods.” Buzzer. “The best fish we can afford.” Buzzer. “We
use fish.” Bell.

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