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
Aug 28, 2013

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."


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

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