Rewind: From Zeta-Jones to Naked Potatoes, a Look at U.K. 'Food Porn'
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It used to be said that you couldn’t eat well in the U.K.. But even that humblest of British foods, the Scotch egg, looks mouthwateringly delicious in Marks & Spencer’s new “Adventures In Imagination” campaign, launched last week by the U.K. retailer. Set to a dance music soundtrack (“Clean Bandit” by Rather Be) the film by RKCR/Y&R shows ingredients such as prawns and pomegranates sizzling, curling and twirling as if in a music video, while managing to make more ordinary ingredients like grated cheese, raw minced beef and peeled potato look gorgeous and seductive.
The campaign is the latest in a U.K. legacy of “food porn” ads, in which advertisers have clamored to make simple ingredients look ever more beautiful. However, as viewers’ foodie tastes become increasingly sophisticated, “food porn” too has evolved. Marks & Spencer’s new ads replace seductive voiceovers with fantastic camerawork and novel filming techniques, letting the ingredients do the talking. Patrick Bousquet-Chavanne, executive director of marketing, said in a statement that the ad showcases “the sensual and surprising aspects of food–like its textures and movement–in a modern, stylish and precision format.”
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