What if I told you that Legal Sea Foods wants to capitalize on your outrageously dumb behavior? Say what. The classic, high end seafood chain that we all love and adore has introduced a new (and rather zany) promotion to complement its “Fish is Brain Food” advertising campaign.

According to yesterday’s release, the restaurant chain’s “new promotion plays off the current ads, as it seeks to find further humorous examples of outrageous behavior where the subject could have clearly benefited from eating more fish.” Huh?

Honestly, at first glance, I just didn’t get it. But then I took a look at the campaign’s print ads to get a better picture (literally) of the point behind this strategy. One print ad (below) features a man preparing to saw himself off the tree. Oww wee.

This dude is clearly not using his brain—which is the point of the advertisement. The social media contest that will now accompany this print ad campaign, is accepting submissions from consumers of stupid behavior and lapses of judgment on Instagram or Twitter via hashtag #fishisbrainfood. Or you can upload the outlandish behavior to the app on Legal Sea Foods’ Facebook page.

The company will be “supporting the promotion through print ads in both magazines and newspapers, ads on Boston’s trolley cars, and video and banners on the Cheezburger network of web sites.”

And if you’re thinking, “Well, that’s all good and weird but what’s in it for me?” I’m getting there. The winner (or loser, depending on how you look at it) will receive a $250 gift card to Legal Sea Foods.

I guess for the first time ever, being stupid is paying off. The winners also may have their ridiculously stupid acts featured in the ongoing ad campaign. Just food for (not a lot of) thought.