The good news is that the stream of commercials in this week's episode of "Jamie Oliver's Food Revolution" was a lot better. The bad news is that the worst commercial was inside the episode.
We see a bag of Green Giant 100% Natural Valley Fresh Steamers sugar snap peas blatantly on the screen. Oliver goes out of his way to promote frozen veggies, though to his credit, he doesn't say Green Giant. Then again, with the bag on display, Oliver doesn't have to do so.
"I'm going to use frozen vegs here, okay. Frozen stuff literally is picked and frozen within a matter of hours, okay. And that does contain if not more nutrients than the stuff you are getting in the supermarket that's fresh."
Oliver refers specifically to the bag of sugar snap peas, again, prominently displayed.
In case you didn't get the message, as Oliver "plates with pride" the stir-fry dish, lo and behold, the bag is right there on the screen, obviously on display.
Shameful. Absolutely shameful.
It looks like the revolution will be televised — and sponsored.
The clincher comes in the second spot of the break that airs shortly after the in-show ad.
We have a "farmer" who asks us: "So how long does it take a fresh vegetable to start losing essential nutrients? Not long."
The "farmer" tell us that green beans lose half their Vitamin C in a week. "That's why Green Giant freezes them within 8 hours to lock in nutrients."
Oliver's words in the show are frighteningly similar to Green Giant's ad copy. Having the ad near Oliver's in-show ad is distasteful. And Green Giant's claims — exactly similar to any other frozen food out there — is ludicrous.
In the closing credits, we do see the words: "Promotional Consideration Provided by: Green Giant." This is the language you usually see on The Price Is Right when they are playing the shopping game. So you could argue that this is very similar.
Except Oliver isn't supposed to be pushing a specific product; he's doing a revolution. If he is doing a revolution, sponsors and in-show ads should be the last thing on his mind.
We are told that in-show ads are now part of the television landscape, whether they be reality TV shows or even comedies such as "30 Rock."
But I finally gave up on watching "The Biggest Loser" when the product placements got too obvious. And product placement is much more dangerous in the context of losing weight.
There are many paths to losing weight, and hinting strongly or otherwise that a specific corporate path is better creates a loss of credibility.
First, there was the chicken patty fiasco. Now, compromised credibility thanks to corporations. Either Oliver is doing this to himself, or he is being manipulated.
If Oliver is voluntarily doing this, he needs to know flat-out that it looks bad and takes away from the revolution. If Oliver is being pressured by network suits, he needs to stand up for us instead of corporations.
Oliver has a strong overall message. And we don't want to take away from that message. But Oliver's efforts are being undermined. Stop this now before it becomes a giant problem, green or otherwise.
More from the commercials
It doesn't help Green Giant or Oliver's show that the next ad was for JC Penney and featuring two rather skinny teenage girls in JC Penney ad who looked frightfully thin. The brunette specifically had really skinny legs.
Having over the top standards of "beauty" may be at the opposite end of the obesity scale, but weight problems, as Britney would put it, happen on all different levels.
Elsewhere on the commercial front, there was an ad for Kashi at about :20 for its granola bars. "We're on a mission to cause health food cravings" is what the woman from Kashi tell us. The bars have roasted almonds, honey, even chocolate.
Kashi generally makes good stuff, but the list seems rather ordinary. though we should be fair and point out that at least there wasn't something as lame as "farm-picked veggies." Kashi's overall slogan gives us a better idea as to the company's philosophy: "7 whole grains on a mission."
Red Lobster showed a spot on its Lobsterfest. At least, they weren't promising more than lobster.
Pyrex ran a couple of small ads within a break around :44. The company promoted its cheese graters where you can measure while you grate, and a saucepan with lid stand drippings go back in pan. "Cooking Solved" is Pyrex's slogan.
You can easily go nuts on cute elements to make cooking more interesting. If they make you cook more, elements such as these can have value.
I'm glad you did this post because I was really thrown back by the Green Giant promotion on this week's episode. Not only was it shameful, but that type of in-show product placement goes against everything the show stands for. Instead of promoting frozen vegetables, they should have been promoting Farmers Markets, etc. I've lost a lot of respect for this show now and will likely discontinue watching it. Selling out like that won't help the so-called "food revolution"...
Posted by: Joe | April 11, 2010 at 01:08 AM
Blatant & cynical product placement. This show is currently being shown in Britain & whilst any attempt to change unhealthy eating habits is to be applauded, I find this stage managed exercise in self promotion ( something Oliver excels at ) to be completely bogus.
What state is the World in when media celebrities like Oliver & Lady Gaga are making politicians decisions for them? Did it really take a chef from the UK to reveal that school food in the US is corporate sponsored processed mush?
What idiot believes that Rod the dj is not acting out a scripted part? It is insulting & dangerous tv & if I were a resident of that town I'd be very angry at the manner in which vulnerable children have been exploited & the ordinary folk such as the dinner ladies have been represented.
Reality tv is harmless enough if dealing with petty domestic squabbles, but treating a serious issue such as public health in this way is appalling. Oliver is both cynical & naive, aswell as being deeply irritating & arrogant.
Posted by: dom | September 21, 2010 at 10:26 PM
where could i find a link to this add?
Posted by: jade | May 15, 2011 at 03:53 AM
I would try YouTube or quite frankly wait for Jamie Oliver's show to come back to ABC in June. You will likely see the commercials then if not before. Or go to Green Giant's Web site.
Posted by: Chad | May 15, 2011 at 10:23 AM