The CEO of Legal Sea Foods did a radio commercial supposedly apologizing for an ad campaign that said trolley drivers looked like halibut, only he twisted it and pissed off MBTA drivers even more.

Roger Berkowitz said he was sorry, not because he offended MBTA operators but because the campaign didn't properly match the drivers to fish and that one driver actually looks like a hammerhead shark.

The president of the Carmen's Union said in response, "He's misguided and misdirected. He is suffering from elitism and needs to do some self-examination."

Unfortunately, the Carmen's Union representative has issues with labeling people as well. Berkowitz' ad campaign wasn't "elitist" (which seems to be a hot insult toward anyone one doesn't like at the moment). It showed that he and his marketing team have a lame sense of humor. This Bostonist would also wager that the Legal Seafoods Team has a sexist streak, at least where one of the ads is concerned.

[Boston Globe]

Opinions stated in this post belong solely to this Bostonist. Image of one of the sample "fresh fish" ads from the Legal Sea Foods press page.