The Ocean Calls You to Eat Some Fish Tacos

BarrettSF's poetic new campaign for Rubio's pays homage to restaurant's great provider

Published on

Editor's Pick

You wouldn't be surprised to see the opening scenes of this film, featuring glorious shots of the ocean's majestic waves and foamy currents, in anything from the latest surf flick to a show on NatGeo. But it turns out they're part of a new campaign out of BarrettSF for West Coast seafood chain Rubio's, which bills itself as home of the original fish taco.

Departing from the typical fast feeder advertising, full of fun times and discount promotions, the campaign takes a more arty approach and pays homage to Rubio's benevolent provider: the ocean. Gorgeous imagery of the sea and its surroundings, shot by RESET/Academy Films' Marcus Soderlund, pairs with the stately V.O. of an older man, reciting an abstract paean:

"To the ocean, that mythical beast of such enormity, to be calm, and calming. Its waters bring shrimp and pollock, rain, tilapia. There will always be those ashore to wonder at it, and in the very order of things, boat some of it home, blacken the fish, pluck the lime, slice avocadoes and chiles, in a place that is itself, very much the ocean, full of great things, patient, swift and afloat. So raise a glass, of beer perhaps, to the ocean."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Aug 28, 2013
Creative Director:
Pete Harvey
Creative Director:
Jamie Barrett
Pete Harvey
Art Director:
Nik Daum
Executive Producer:
Kacey Hart
Senior Proofreader:
Saul Sabarr
Marcus Soderlund
Production Company:
RESET/Academy Films
Director of Photography:
Allan Wilson
Head of Content Production:
James Cunningham
Editorial Company:
Cut + Run
Ben Campbell
Annabelle Dunbar-Whittaker
Finish - London
Paul Harrison
Audio Mixer/Sound Designer:
740 Sound
Sound Designer/Mixer:
Rommel Molina
Musical Artist:
Small Sur
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age