Recently Applebee’s launched a new ad campaign. (It has Don Draper written all over it!) The tagline is “See You Tomorrow.” According to ADWEEK, it “positions Applebee’s as the champion of a sort of anti-foodie backlash, pitching fare that purports to be tasty, and simple, but still somewhat classy—for example, new summer dishes like Lemon Shrimp Fettucine and Florentine House Sirloin.” The TV commercials feature “chefs” with names like “Carl” who wax poetic over their ingredients only to be stopped by a voice from above: “Carl, you’re doing it again. You’re talking about tomatoes like they’re your children.”
The money quote from the piece: “It’s classic food porn with a faux-haute twist—a dinner bell for the happily apathetic.”
Fascinating stuff. Check out how many people it took to pull this campaign together: four Content Managers, three Cognitive Anthropologists, seven Creative Directors, and scads of “Peggys,” “Rogers,” and “Petes.”
One question. What is classic food porn? No, make that two. Are you happily apathetic?