Don't let the logo with the "vacancy" sign fool you. Joe's Crab Shack isn't gonna serve Spicy Citrus Steampot forever. I have never eaten at Joe's but I will say at least their ads are shooting the food in situ, as opposed to the regular old food porn.
I don't know how I feel about 100% Shore. Is that a pun? If it isn't a pun, then are they only harvesting their critters from the beach as opposed to the sea? It's a bit awkward.
Client: Joe's Crab Shack
Agency: Mccann
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