The Diminishing Value of Ultra-High-End Video Production in the “Age of Authentic.”

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I saw a beautiful television advertisement for Zaxby’s recently, strikingly reminiscent of the ubiquitous Red Lobster genre.  You know ones…saturated, colorful spots featuring all sorts of buttery sauces splashing about with endless piles of plump-n-juicy lobster or shrimp (pick a season)?


Absolutely beautiful.


But I’ve been to Zaxby’s.  I’ve also been to Red Lobster.  And the dishes I’ve been served at those establishments bear only the slightest resemblance to what the commercials promise.  I mean, they’re proteins alright, but that’s about where the similarity ends.


Which makes me wonder…in the “Age of Authentic” are these pricey productions remotely worth the expense any longer?  I’ve worked on some pretty high-end food shoots for our restaurant clients over the years and those things can easily go north of six figures, even without a soundstage or music royalties.


Times have changed.  Today, Instagram, Yelp and a host of other platforms are chock-full of real plate pictures taken in real restaurants, many times with approving testimonial comments from real people. They stand in stark contrast to the glamour-shots used in television advertising.


They’re also authentic…and that means more these days.  Show me what I’ll REALLY get if I take you up on your “Endless Whatever” promo.  Or show me real people who are enjoying the experience.  Or just show me your logo.


Just stop trying to deceive me.


There’s a great quote from Friedrich Nietzsche…“I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.”


  • September 10, 2018, 9:54 pm  Reply

    The day of 6 figure creative pieces are coming to an end. In the new era of social media- companies are better served by taking that 6 figure check and having the creative Team make a couple dozen ads to test against targeted demographics.

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