Inappropriate Uses for Mayonnaise

July 18, 2009 at 5:10 pm (Uncategorized)
Tags: ads, advertising, commercials, corporations, food, mayo, mayonnaise, media, sarcasm

So this may come as a complete and utter surprise to anyone who hasn’t had the pleasure of being graced with my presence during a micro-conniption, but sometimes things get under my skin a little more than perhaps they ought to.

Today’s culprit is mayonnaise.

At first I was pissed at Hellmann’s mayo, with it’s innocuous claims of support for the ‘real food movement’ and it’s warm-toned commercials featuring healthy looking, natural hair coloured people lavishing their appreciation for such a fine, locally grown product with more sincerity and emotion than anyone should feel towards a condiment.  I couldn’t find the Canadian version on youtube, but the UK version isn’t much better.

Imagine our version as less preppie and more organic-cotton-hip, undeniably aimed at the urban, young adult, go-green culture. I watch it and go ‘woooooaaaah Toronto’ (or maybe Vancouver, they seem pretty hip and earthy too.) I don’t mind this culture – I’ve got a solid food planted in it. I just hate being pandered to, and this is how Hellmann’s pissed me right the hell off.

Hey social and/or environmental activists, we're your brand!

In fact, when a saw a second commercial regarding mayo that pissed me off a little bit extra, I was confounded for hours trying to find it on youtube before I realized it wasn’t even Hellmann’s. I’d been blinded with disdain for them because I consider ‘buy local, eat real food’ to consist of shopping at farmers markets when available, not choosing one massive corporation over another. I am all about growing your own food or supporting Canadian farming – but not paying six levels of middle-men advert execs in the process. Anyways, with all this fist-shaking, I hadn’t even noticed an even more irritating culprit.

Miracle Whip.

Have you seen this ad?

 

Yeah. For reals, yo.

To get the full effect, you can watch the whole commercial here. I know, I know, it’s a pain sometimes to click links and follow them. But this one wasn’t on youtube either, and I can’t embed it in wordpress. I’m just glad I found it, so just click on it, por favor. It’s a thirty second commercial, and you’ll probably get the gyst of it about halfway through.

So! Continuing on then.

Dear Various Mayonnaise Producers:

You make a condiment. It goes nicely on my sandwich, in potato salad or in devilled eggs.  And these are all lovely, appropriate and often delicious uses for your product. However, that’s pretty much the extent of it.

Mayonnaise, the average person would agree, should not be used as a thick, fattening conduit for the voice of a generation. And on that note, what exact voice do you think we have? That we’re so principled about “keeping it real” that we’re going to get up in arms if you have the nerve to suggest we change the ingredients of whatever we’re bringing to a picnik? “Don’t eat the egg salad Janine brought, she buys her food from THE MAN!”

I don’t care how organic or special or real or hardcore you think your shit is. It’s MAYO!!! Nobody dips their fist in it and then walks around with their sticky digits held high up in the air crying “Death to Capitalism!” It just doesn’t happen.

Hellmann’s – I’m not a total hippie, seeing as I too have my fair share of over processed crap sitting on the shelves. But in my ongoing efforts to avoid being a hypocrite, I’ve gone through your website in an attempt to find out where you do in fact get your ingredients. Your eggs are ‘free range’, a term thrown around all too casually and often paired up with lush imagery of green grass, clear skies and sunlight.

We're totally on your side

By the way, this is considered 'free range'

Oh, and I’ll be damn sure to ask my local farmers the next time I’m out buying berries if they happen to have any calcium disodium EDTA. Yeah, that’s nice and local.

Also Hellmann’s, you’re owned by Unilever. Just like Dove, Axe, Knorr, and every other major brand trying to sell itself as something special in their ongoing effort to make a buck. Look, if you’re out to make money, just say so. If you’re of the opinion that birds are put on this earth to be cooped up and fed to us, then fine. Just don’t lie to my face about it.

And you, Miracle Whip. It seems you’re trying evoke the mental words of ‘punk’ or ‘rebel’ or dare you say ‘anarchy’. You with your smarmy faux attitude and slightly rakish young lady – can’t be hardcore with long hair, can you? Are you trying to be hip? Are your lined up little jars going to start sporting skinny jeans if this latest campaign to thwart your do-good competitors falls short? I say again to you – MAYONNAISE!!! You want to be Gen-Y? Here’s Gen-Y: we’ve grown up with the internet and enough information to understand how marketing is driven – well enough to see through your crafted appeal to our embittered habit of spending money on things that say we’re too cool to spend money on things. You’re the salad dressing version of buying an anarchist t-shirt at the mall.

So I’m eschewing mayo. Too much damn aggravation. Do you want to know how you can tell if something is real? If you can’t stack it on the shelf for an eerily long amount of time. And how to tell if something is unique, special, and ‘not toned down’? Make it your damn self, that’s how.

Oil and eggs, people. Throw in some mustard and get a blender!