I have never been impressed by overly sensual/ carnal language applied to food. I know, I know, sex too is a natural appetite and lust and gluttony can describe urges both above and below the belt. But for some reason, calling a piece of chocolate cake "sinfully delicious" doesn't make me want to eat it more. So it was not a surprise that I found the following article about marketing a burger with overt sexual imagery quite annoying.
When I watch the Carl's Jr. commercial featuring "Top Chef" host and mega-model Padma Lakshmi make hot sweet love to a Western Bacon Cheeseburger, I have many thoughts, some of which, I confess, are not entirely to my credit. The spot features the former Mrs. Salman Rushdie sitting on a brownstone stoop in a clingy sundress hiked up mid-thigh, cramming the giant burger into her educated maw and sucking barbecue sauce from her fingers and wrists. Let's not mince onions here: This is sex with a burger.
You might think that here, at last, television advertising might have crossed some sort of debauched Rubicon, or at least some tripwire at the Federal Communications Commission. Not even close. It's merely the latest chapter in the weird mash-up between sex and diabolically unhealthful fast food.
Go ahead and read the whole unappetizing story and take a good look at the model, Padma Lakshmi aka ex-Mrs. Salman Rushdie #4. The only sentence you need to pay attention to is the one at the very end.
And so you have the impossibly lean and beautiful Lakshmi wolfing down a 1,000-calorie burger. Now that's hard to swallow.