Using religion as the basis for an ad is usually a sure fire way to court controversy. But Boston-based restaurant chain Legal Sea Foods hasn't shied away from that in its latest campaign. A series of ads urge viewers to become a "Pescatarian" by comparing the "religion" with other established faiths, using messages such as "Moses split the Red Sea. We split lobster tails and drizzle melted butter on them" or "Catholics eat fish on Fridays. We eat fish all week long," with the tagline "It's time to convert."

The campaign is by New York agency DeVito/Verdi, which has also created print ads, subway car ads, buttons, bumper stickers (with messages like "Salmon Is My Co-Pilot") and a microsite dedicated to Pescatarians. The work breaks the week of July 6 throughout the Boston area.