Saturday, 4 February 2012

Faces on Food

So I have a hard time eating meat when I think back to the time when it wasn’t cubbed or sliced, you know back when it had a face. I spend a lot of my time suppressing those thoughts because frankly I love me some roast beef. But much to my cringe there has been a string of commercials that continues to put a face on my food. 

Exhibit 1:  
Considered one of the best commercials of 2011 by Adweek is this commercial by Chipotle Cultivate Foundation hopes to promote their foundation which advocates for producing meat without exploiting farmers, animals or the environment. Underneath the gorgeous soundtrack of Willie Nelson singing the Scientist and the animation that makes me think of FisherPrice toys, the origins of my prepackaged, cubed, sterile looking meat is undeniable. This commercial is very effective because it tones down the scary and distributing elements and makes the harsh realities of the food industry easier to face. Yet face them we must. (I swear there was no pun intended)

Exhibit 2:
I also like this commercial. However, it gives a face to something I eat. In this context it is cute but Chips Ahoy's most recent commercial where the cookie stands on stage while the audience of reports asks if there are enough of the fudge filled cookies for everyone to eat creeps me out on some level. In the same vein, you have the M&M commercials for their new M&M pretzels, under the "Hungry Eyes" soundtrack the humanizing of our food is happening in a comic way. Although in that ad its hard to tell what is creepier the salt-sweet snacks impending demise or the horrible combo-over of the man sizing them up.

Exhibit 3:

Up until this ad, these comments were meant to be commentary on a trend seeming to unfold, especially in children's commercials, but this ad really bothers me. Not in a lets get it off the air censorship way, in a that's alarming and maybe a little frightening for small children (Which I relate to because I'm five inside). The fact is this is cannibalism. Yes they are overly processed cinnamon drenched squares, but there is something shudder worthy. At the very least an eye twitch.

1 comment:

  1. I never thought about these commercials as giving a face to my food before! Interesting point! Now overtime I see a commercial like this I'm going to think about that haha! And I totally thought the first one looked like Fisher Price toys...which I think made it slightly more horrifying to me to depict the meat industry through a children's toy product