Sunday, July 24

Jax Local Ad of the Week: Milano's For Easter

Milano's is no stranger to being the local ad of the week. Its Valentine's Day ad from 2021 was a classic, but this new Easter ad is also an awesome example of ads that don't quite make sense but do make you want some Italian food. Let's see if we can identify everything odd about this photo. 

Forks and knives
Part of the fun of eating pizza is getting to shove it in your mouth with your hands. This family, however, seems to be intent on eating pizza with utensils. It's borderline child abuse to be cutting up pizza into bite-sized pieces for the kids, but it's downright un-American for Mom and Dad to be eating it that way. Do they think they're dining with the Queen of England? 

It's perfectly OK for this family to have a kid without being married. However, parents who force their child to eat pizza with a fork and knife should be prepared for all kinds of badgering from the child if they continue to live in sin. I suppose it's plausible that Mom takes her wedding ring off to eat pizza, but that would make a lot more sense if she actually used her hands to eat it.
Fresh fruit
A basket of fresh fruit is a pretty good indicator that this meal is being eaten at home rather than in the restaurant. That's sort of odd, right? If I wanted to show that I made some good food at my house, I'd show my family enjoying a meal at our kitchen table (or even at the patio picnic table we never use), but I don't think I'd show us eating our home-cooked meal at the beach. Anyhow, there's fruit, but that's not the only odd thing...

Cut fruit
The oranges in the fruit basket are CUT! Nobody has any fruit on their plates, so the assumption is that this family cuts oranges and then puts them back in the fruit basket to spill sticky orange juice all over the other fruits until morning. Or...

Speaking of orange juice, that seems to be the drink of choice. Fresh squeezed, perhaps?
I have to assume that if you were to poll a million people asking them what their favorite drink with pizza would be, exactly zero would choose orange juice. While some beers are slightly orangy in color, I can't imagine a family that forces a kid to eat pizza with utensils and keeps a basket of fresh fruit stocked is going to pour a pint of  Brew Free! Or Die Blood Orange IPA for the little girl. So they all drink orange juice or maybe orange soda with cut-up pizza.

Weird salad utensil
I know it's hard to see dimension in a photo, but the salad utensil looks like a wooden spoon turned sideways. Or a wooden spear. Neither of these utensils would be great at serving salad, which might be why no one seems to have eaten any salad. It's possible this family eats super-healthy, so it might be salad and cut oranges for dessert.

Last supper seating
Personally, I enjoy sitting across from my wife. This was especially useful when the kids were little disasters throwing food and making messes. I could watch the chaos from my relaxing spot on my side of the table. This family, however, all sit on one side of the table, like in The Last Supper by da Vinci. I guess it's an Italian thing, but Mom has to reach over her daughter to get to the fruit, while Dad had to reach over her to get to the 'za.

Whole pizza still there
Speaking of the pizza, either this family served itself from the far side of the box (which makes little sense given their seating positions), or there's a whole pizza sitting in front of them as they each eat one single piece from another box? I'll give this one the benefit of the doubt and assume they spun the pizza around after taking pieces from the side not seen in the photo, but no one really does that. Also, the kid is eating s slice of pizza that has something green (spinach?) and what look like onions. Possible? Yes. Probable? No.

Disappearing cabinets in ephereal bricks
If you look close at the background, this family meal gets really freaky. There's a fancy kitchen counter with a bottle of wine (or maybe champagne for mimosas). Then the brick backsplash. Then, right behind Dad's head, an upper cabinet exists and disappears into a brick wall. Is this brick wall in the real restaurant, implying the family is both at home and in Milano's? Are they stuck between two dimensions? Do they have a faux brick sheet hanging from the ceiling? Maybe it's some kind of empty tomb metaphor because this is an Easter ad. Wine into orange juice and extra slices of pizza. 

I can't explain it, but I also love this ad because of how complicated someone decided to make it. Honestly, I'm not sure I'll ever see another ad with this much strange going on that also looks perfectly normal on the surface. I just imagine the photo shoot filled with a bunch of artsy Gen Zers who have never had a family meal and never cook anything that can't be microwaved. This is what young people in the ad world imagine a family dinner to be, and the decisions that went into the ad reflect a society where families don't eat together or all the members are on their devices and not paying attention to what's even on the table. My family, for example, would have some napkins, parmesan cheese, and red pepper flakes, but these marketing pros settled on a fruit basket.

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