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Tuesday, March 26, 2013

The Magic of Making Food Look Good on Television

Posted By on Tue, Mar 26, 2013 at 4:30 PM

click to enlarge food_video_strawberry.jpg

Here's a fun video -- well, more of an ad/promo reel -- showing how German advertising company The Marmalade creates special effects for food television commercials. The shots involve a special high-speed camera and fake food props (we want to see more of the studio that creates fake food, by the way). But what's really interesting is how they talk about creating moments no one has seen before, like the inside of a champagne flute as champs is being poured in, or chocolate dripping in slow-mo (j/k that's in every chocolate commercial ever).

See also: Hey, Critics of the Happy Meal Toy Ban: Banning Fast Food Advertising Does Work

Actual Food Vs. Advertisements Of Food

An Open Letter to All Restaurants Advertising Their 'Secret' Menus

But the best expose about food on television, in our opinion, remains the New York Times story a few years ago chronicling the team behind those mouthwatering TV commercials for companies like Red Lobster, Burger King, and an Italian chain that did not want to be named.

It revealed tricks known in the trade like clothes-steamers in the place of real steam, glue to make pasta and other foods stay on forks, and our favorite:

The hint of Alfredo sauce that appears when the fork emerges from the pasta? That's courtesy of tubes hidden in the back of the dish and hooked to what look like large hypodermic needles. Moments before each take, Mr. Somoroff yells, "Ooze!" That tells the guy with the needles, standing just outside of the frame, to start pumping.

It reveals more, including the man who invented flying food on television. Definitely worth a read.

How food is made appealing on TV is one of our favorite subjects. Any other exposes we should know about?

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About The Author

Anna Roth

Anna Roth

Anna Roth is SF Weekly's former Food & Drink Editor and author of West Coast Road Eats: The Best Road Food From San Diego to the Canadian Border.


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