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MTV: Eat This Ad
I spend way too much time in the kitchen cooking meals I have cooked a gazillion times before, adapting from recipe books that bore the hell out of me. What I would like to see is a recipe book that is also the main ingredient. A recipe book that you can eat as you cook.
Which brings up a few questions. Firstly (and this is a minor technicality), isn’t all paper edible? I mean, most of us have made spit balls with paper and straws at school, and so most of us have also accidently swallowed or inhaled a small amount of paper. We didn’t die. We weren’t poisoned. So what makes this paper so different? Probably the digestion part of the eating, I would say. And the contents of ordinary paper don’t really make for a hearty meal.
Secondly (because if memory serves me correctly, ordinary paper doesn’t taste so good), would this paper be flavoured? If so, I wonder what it would taste like?
Finally, I would also like to know the nutritional value of the paper. I imagine there would be a bit of protein in there, maybe some iron.
Anyway, I think the whole premise for this ad is pretty lame, but the edible paper idea is great. Imagine if you could eat your phone bill? Or if you could cook a nice meal with a speeding ticket marinated in there somehwere? That would be great.
Advertising Agency: Loducca, São Paulo, Brazil
Creative Director: Guga Ketzer
Head of Art: Cassio Moron
Art Directors: Daniel Poletto, Kika Botto, Carlos Thunm
Copywriters: Rodrigo Senra, Andre Godoi
Released: September 2008
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Most paper made in the USA is made from wood (tree) pulp and fibers. These are not readily digestible by humans. It is possible to make paper from other fibers, and I’m guessing that’s the case in this instance. The trouble with using digestable fibers is that they are probably a good deal less water resistant than wood pulp paper.
Also, most inks are somewhat toxic – probably not enough to make one truly ill, but certainly not good for you in quantity. It is possible to make non-toxic inks, but for the most part, they are plant dye based, and are not long-lasting, fading much more readily when exposed to light and air.
Comment by Anthony — 24 April, 2009 @ 11:10 pm