The fresh fish experts at Bonefish Grill will look to reel in television viewers with the restaurant's first television commercial in over seven years. The new commercial follows actual Bonefish Grill Anglers, their staff moniker, as they create and communicate the polished casual Bonefish Grill experience to guests. Airing in limited markets starting on April 11, the 30-second ads convey an image of hand-cut fresh fish and handcrafted cocktails one would expect of an independent restaurant, with the expertise and attentive, personalized service guests have come to look forward to at Bonefish Grill.

"Bonefish Grill was founded on the belief that a great meal is more than just food on a plate," says Patty Treviño, CMO of Bonefish Grill. "From our hand-cut fresh fish to handcrafted cocktails to our personalized Angler service, this was the inspiration for our campaign."

The 30 spots were created by Pitch, the full-service ad agency based in Los Angeles, whose creative challenge was to use restaurant team members to showcase Bonefish Grill's unique "chef's coat service," daily-cut fresh fish and hand-crafted cocktails. The commercials will air in markets including Tampa, Orlando, West Palm Beach, Fort Myers, Jacksonville, Florida, Philadelphia, Raleigh, North Carolina, Denver, Baltimore, Cincinnati, Mobile-Pensacola, Myrtle Beach, South Carolina, and Norfolk, Virginia.

"The new campaign was inspired by Bonefish Grill's matchless passion for fresh fish and commitment to creating a one-of-a-kind polished experience for guests," says Rachel Spiegelman,p of Pitch. "The commercial also captures the brand's authenticity through a 'documentary-style' production approach, which feels true to the voice of the brand."

The commercial was shot at the Bonefish Grill in Valencia, California.