Okay, look. I get it. It’s supposed to be surreal and weird, and leave the viewer with an “OMG, what did I just watch?” feeling they’re sure to remember when they’re in the overly-processed food aisle at the market. It’s an advertising trope that seems more and more common ala Old Spice, or DQ. I understand that weird = memorable.
But something about these commercials always sets off alarms to me above and beyond the sheer WTFery of them. It took me awhile to figure out it’s partially that this bizarro man appears randomly to women to “teach” them the right way to cook and nourish their families (glorified Hamburger Helper is real cooking now?). In their homes. And then he apparently induces some kind of hallucination that puts these women in disturbing, dark places alone with him.
It’s also partially the expressions on the women’s faces, the whole “what is going on right now?!” coupled with something else: alarm bordering on fear. Am I imagining things? I’m fairly sure I saw the woman in the microwave one wince when Scary Blacksmith (?!) Guy says, “Yesssss.”
Also, men can and do cook but I’d be willing to bet a month’s salary the ad execs behind this campaign would never have Scary Blacksmith Guy give a psychotropic tutorial to a dude. Nope, the default is woman-in-the-kitchen.