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Legal Seafoods Restaurant Chain Comes Under Fire For Anti-Gay Ads

Lehal seafoods

Dan Landry, a 47-year old straight man in Boston has been attempting to get Legal Sea Foods to
apologize for what he sees as an offensive anti-gay ad called “Buddies” that suggests that the two men depicted fishing together would have sex just because they’re alone on the seashore for hours on end.

And this isn’t the first time that LS has used anti-gay jokes in its commercials.  Before  “Buddies,” there were two Legal Sea Foods ads in 2009 that made fairly blatant gay jokes. In one, a fishing boat captain earns a new nickname after making a big catch worthy of serving at Legal Sea Foods. At the end, the narrator says the captain “greatly preferred [this] over his previous nickname: “The Cocklegobbler.”

In the another  2009 commercial entitled “First Mate,” it tells of the story of Captain Wilbert Taft who gets so drunk celebrating his first catch worthy of being sold to Legal Seafood
he “swabbed his First Mate’s deck…if you know what I mean,” the announcer concludes.

I’m actually shocked that there hasn’t been a huge backlash to these ads. When I first saw that terrible ’Cocklegobbler’ ad, that one really shocked me. Clearly they are calling [the fisherman] a
 cocksucker.  I didn’t laugh at that type of stuff when I was in junior high school. It just doesn’t fit at all. [Maybe] they really don’t see it, and I bet others don’t either. They just make their ’Brokeback Mountain’ jokes and hope people will get a chuckle and choose them the next time they go out for a piece of fish and a glass of wine.” said Landry

Legal Sea Foods restaurant are operated throughout Washington, D.C.,  Florida, Georgia, Maryland, Massachusetts, New Jersey, New York, Pennsylvania, Rhode Island and the District of Columbia and can be contacted by using their ONLINE CONTACT FORM or by calling Legal Seafoods LLC @ 617) 530-9000

 

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Will Kohler

Will Kohler is a noted LGBT historian, journalist and owner of Back2Stonewall.com. A longtime gay activist, Will fought on the front lines of the AIDS epidemic with ACT-UP and continues fighting today for LGBT acceptance and full equality. Will’s work has been referenced in notable media venues as MSNBC and BBC News, The Washington Post, The Daily Beast, Hollywood Reporter, and Raw Story,

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5 thoughts on “Legal Seafoods Restaurant Chain Comes Under Fire For Anti-Gay Ads”

  1. I’m pretty ultra sensitive. I am the first to admit it. But these don’t really offend me. I think they are kind of tasteful and cute. The announcer seems to have a sense of irony with a deft touch to his lines.

  2. To my thinking, it’s not a function of the viewer’s “sensitivities”, these are just clearly using gayness as a punchline. While some are likely to be more sensitive than others, it’s pretty crass and not particularly creative of the ad agency. The fact that there’s a dunderhead within LSF that bought the ads, just tells me that the company might not be all that well run. I won’t eat there again (though I haven’t eaten there all that often before as I don’t like fish… if you know what I mean).

  3. I do think the ads were done with some tongue in cheek but kind of tastefully nevertheless. I do appreciate and understand your view on this but I get a little more enraged by comments like…”that’s so gay” or “you are so gay” or the nasty comedians who use the attack of “you are gay” as an insult. I do think there are bigger fish to fry. Excuse the pun!

  4. I laughed 😀 I thought it was taking the piss out of the straight guy. We as a community need to know where the finish line is and stop being over sensitive.

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