Legal Sea Foods looks to hook ‘stupid’ ideas for ads

Legal Sea Foods wants to see just how stupid people are willing to get to land in its latest advertisements.

The Boston restaurant chain is calling for photos of "less than intelligent behavior" — brainless acts, momentary lapses in judgment or clearly stupid ideas.

Contest winners will receive $250 Legal gift cards and could have their stupid human tricks featured in the company's new "Fish Is Brain Food" ad campaign.

But Legal CEO Roger Berkowitz insists he doesn't want anyone to risk their safety.

"I'm not encouraging people to do anything that will harm them or anyone else, or harm animals," he said. "But if it's funny and stupid, why not?"

Legal is known for its irreverent and sometimes edgy advertising.

"It gets my attention when I see something that is a little sarcastic, a little edgy," Berkowitz said. "The point of advertising is to make you think a bit and really not to just blend in where it becomes innocuous."

Created by New York ad agency DeVito/Verdi, Legals' "Fish is Brain Food" campaign launched this summer using homemade videos of people's brainless acts, including a guy using his shirtless buddy for target practice as he shoots off roman candle fireworks.

Contest photos can be submitted through Nov. 17 on Instagram or Twitter via the hashtag #fishisbrainfood, or through an app on Legal's Facebook page.

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