Just when we thought home kitchens were becoming purely ornamental—their functionality overwhelmed by the steady movement toward ready meals, takeaway food and eating out—it seems cooking is enjoying a renaissance of sorts, fueled in part by the economic downturn.
Cooking isn’t merely a cheaper way to eat, however—there’s something deeper and more profound at play here. Cooking demands complete engagement, encourages creativity and ensures a degree of control. Cooking is leisure, meditation and reward all rolled into one. So it’s no surprise that many stressed-out folks are wrapping themselves in this cocoon as an antidote to the turbulent environment outside.
In the U.K., a Young’s Fish TV spot that demonstrates how to cook a frozen salmon filet might have given more consideration to the prevailing mood. Young’s misses the mark tonally with its hard sell for the brand, the protagonist speaking directly to the camera. By pulling the camera back for a more relaxed mood and focusing on the pleasure of cooking, the brand would likely have sold itself.
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