Of the five television ads for the iPhone we’ve seen so far, the one entitled “Calamari” has become a favorite, probably because it shows off how well the device integrates its multiple personalities. Created by renowned agency TBWA/Chiat/Day, the ad depicts a user watching a scene from a “Pirates of the Caribbean” film and suddenly yearning for calamari. Using the iPhone’s Internet capabilities, the user searches for a nearby seafood establishment, identifies one called “Pacific Catch,” and taps the number on the screen to dial up the restaurant.

All well and good, but for a few avoidable hiccups. Though TBWA/Chiat/Day did obtain permission from the restaurant to use its name in the ad, it neglected to check a few key facts. The first issue is that Pacific Catch, a two-restaurant chain in San Francisco, did not have calamari on its regular menu. In fact only one of the two even served it as an occasional special. Not surprisingly, after the iPhone ads appeared both locations were swamped with phone calls, many asking for the absent calamari. According to an item in the San Francisco Chronicle, Pacific Catch’s executive chef, Aaron Noveshen, astutely made spicy fried calamari regular menu fare. So far, the calamari has proven popular, though the Chronicle failed to note whether those ordering the dish were also packing new iPhones.

The second issue is just a tad embarrassing. The manager of the Pacific Catch located in San Francisco’s Marina District, which is the one featured in the iPhone ad, told the New York Times that he had been telling callers asking about the iPhone that “We’re a restaurant, not an Apple Store.” Furthermore, he said, they don’t even use Macs there – the restaurant’s computers run Microsoft’s Windows.

Ouch.