Have you ever seen a commercial or print ad featuring beautiful food only to venture out into the world to be disappointed by the real thing? Have you wondered how the ice cream in commercials doesn't melt or how the pizza pulls apart so perfectly?
If you have, I have the answers. Well...maybe not all of them, but most of them.
It was a harsh reality in one of my many graphic design classes at Arkansas State University when I learned that food advertising is often smoke and mirrors and rarely edible. Our professor gave us a crash course on shortening, eye droppers, drills and the careful orchestration that goes into commercials and ad campaigns when food is involved. After a few hours of seeing the intense and elaborate ordeal that is food preparation for photographic and video purposes, I have a whole new perspective on things.
The shock eventually wore off and I've learned to deal with the reality of how things are done...until last week when I saw Domino's new commercial outing the tricks of the trade. If you haven't seen it, I'm attaching it below. Seriously, check it out. It involves a drill, a pizza and what is commonly referred to as a "cheese pull."
Domino's has decided that they are so proud of their product that they don't need to doctor it up to sell customers on it. Their new campaign is pretty basic. What you see is what you get. Domino's is asking customers to take their own pictures and post them online with an incentive to win prizes for the best pizza pics. Check it out!
For me, this campaign is refreshing and honest! Two of my favorite qualities.
What do you think? Are you shocked and amazed at the preparation that goes into making food look picture perfect? Are you excited about Domino's "all natural" advertising approach? Do you think that the trend will catch on?
If you have, I have the answers. Well...maybe not all of them, but most of them.
It was a harsh reality in one of my many graphic design classes at Arkansas State University when I learned that food advertising is often smoke and mirrors and rarely edible. Our professor gave us a crash course on shortening, eye droppers, drills and the careful orchestration that goes into commercials and ad campaigns when food is involved. After a few hours of seeing the intense and elaborate ordeal that is food preparation for photographic and video purposes, I have a whole new perspective on things.
The shock eventually wore off and I've learned to deal with the reality of how things are done...until last week when I saw Domino's new commercial outing the tricks of the trade. If you haven't seen it, I'm attaching it below. Seriously, check it out. It involves a drill, a pizza and what is commonly referred to as a "cheese pull."
Domino's has decided that they are so proud of their product that they don't need to doctor it up to sell customers on it. Their new campaign is pretty basic. What you see is what you get. Domino's is asking customers to take their own pictures and post them online with an incentive to win prizes for the best pizza pics. Check it out!
For me, this campaign is refreshing and honest! Two of my favorite qualities.
What do you think? Are you shocked and amazed at the preparation that goes into making food look picture perfect? Are you excited about Domino's "all natural" advertising approach? Do you think that the trend will catch on?
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