The last hundred years or so of food advertising have been shaped by this one simple fact: real food usually looks pretty unappetizing on camera. It’s static and boring to look at, and it tends to wilt under the glare of hot studio lights. So advertisers have had to walk a fine line between enhancement and fakery, trying all kinds of tricks to get food to look good.
Then, in the 1970s, food advertising took a radical turn. Food started moving, which opened the door to all the fancy tricks we see in advertising today: shrimp executing acrobatic flips, lobster claws cracking open in slow-motion, french fries bouncing across a table. An ad director named Elbert Budin developed this new aesthetic