Ads for seafood often fall back on ocean-themed cliches -- grizzled fishermen, sea shanties and lapping waves. But a quirky new campaign by Gorton's seafood digs deeper to find some more humorous ocean pitchmen to sing the brand's praises -- including a buff Poseidon, some muscular "mer-bros" and a castaway.

The spots inject some offbeat humor into messages about the health benefits of Gorton's products: for example the "mer-bros" lift shell weights and eat their protein, in the form of Gorton's fish sandwich, while explaining "You know Mer-Bros aren't born with this physique…we still have to eat right."

The ads, by Connelly & Partners, were shot on White Point Beach in San Pedro, California, and directed by Hungry Man's Conor Byrne.

Chris Hussey, vice president of marketing at Gorton's, says in a statement: "What we liked about this year's campaign was how Connelly Partners represented our brand heritage--the food, color, Fisherman, and of course, the jingle--while adding a fresh, modern and fun feel."

Gorton's isn't the only fish brand trying to update its image -- over in the U.K., frozen fish product Birds Eye fishfingers recently updated its long running campaign featuring a bearded "Captain Birdseye" with a younger version, played by a good-looking Italian actor.