Wednesday, October 12, 2011

Food Porn

There's a really interesting article in Sunday's New York Times about how food commercials are shot.

"'Lights. Roll. Action. Drip!' shouts Michael Somoroff, a veteran commercial director who has shot television ads for Red Lobster, Burger King, Papa John’s and dozens of other fast-food and casual-dining chains. A specialist in the little-known world of tabletop directing — named for the piece of furniture where most of the work is set — Mr. Somoroff is hired to turn the most mundane and fattening staples of the American diet into luscious objects of irresistible beauty.

"If you watch television, you’ve seen his work, and the work of the five or six other major players in this micro-niche of advertising. These men — yes, they’re all men — make glossy vignettes that star butter-soaked scallops and glistening burgers. Their cameras swirl around fried chicken, tunnel through devil’s food cake and gape as soft-serve cones levitate and spin."

2 comments:

Anonymous said...

My husband used to direct Wendy's commercials. The ones in the commercials - specially baked buns, huge tomato and picket slices and height of burgers.....all so phony.
I posted to your other site about Paul McCobb desk.

Colin said...

Thanks for the comment, though I believe it's meant for @SuperBee. I guess this doesn't work like facebook, so I'll just have to hope that SB happens upon this. Not too often that Wendy's hamburgers and Paul McCobb desks get mentioned in the same paragraph : )