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."