Legal Sea Foods features a Jesus fish and Brokeback Mountain in its new advertising

"Gay cowboys, dead grandpas -- and even Jesus -- are among the targets of Legal Sea Foods latest advertising campaign.

The Boston chain, which has a reputation for fresh seafood and edgy marketing, is now likening the restaurant to a religious experience, complete with its own “Jesus fish” that features the word “Legal” written in the space created by the two intersecting arcs.

Roger Berkowitz, the company’s chief executive, said the ad is not intended to make a religious statement. “I’m not really trying to offend anybody,” he said.

Then there is the shot of two fishermen together on a secluded beach who get closer to each other as the hours pass until one man turns to the other and asks: “Have you seen Brokeback Mountain?”

The voiceover at the end of each ad says: “It takes a long time to catch a fish. Spend some time with us instead.”  Full story here!