I just finished up the TV series Mad Men...again. It always recalibrates my view on the advertising racket. Sell the "sizzle", not the steak. That got me thinking, where have I seen a modern day Don Draper campaign?
Pull out a fresh Lucky Strike, grab your Zippo lighter, and imagine this.
Mad Men star, Don Draper, the suave ad man is sitting in a smoke-filled conference room. The year is 1960-something, and he's been tasked with marketing dietary supplements, let's say a green-powdered dietary supplement. (or an expensive multivitamin as some describe it)
He doesn't have the luxury of multi-million-follower podcasts like Huberman and Rogan. And with no movie stars named Jackman or other celebrity endorsers to lean on, Draper needs to whip something up from scratch.
Draper leans back in his chair, contemplating how to sell this new "miracle powder." With a flick of his Zippo lighter, he lights another cigarette and begins to spin his magic.
"Picture this," as he always begins while exhaling a cloud of smoke:
"A beautiful, fit young woman is running through a field of golden wheat at dawn. The sun rises, casting a warm, golden hue over everything. She takes a sip from her shaker full of green liquid and smiles—her life is instantly transformed. Vibrant. Full of energy. Perfect."
He pivots:
”Now, cut to a sweat-filled gym where the sound of weights slamming echoes through the air. Buff gym bros finish their intense workout sets and reach for their green shakers and with a single gulp, they too are instantly revitalized.”
Draper’s minions nod approvingly at each other, collectively clutching their 9AM tumblers of Canadian Club.
But here's where reality hits, at least the way I see it, and especially without the Canadian Club. While Don Draper's campaign might be long on imagery, it too is short on the real deal—any compelling science that backs up the grand claims of supplements.
Most supplements have no testing and require no oversight. And when they do mention testing, some build their empires on “studies” with as few as 30, already healthy participants. Hell, that's a typical line at Chipotle!
Now, with zero Madison Avenue flash, the scene is a gut pilot sitting at his dining room table with 155-pounds of golden retrievers laying next to both feet.
“Picture this", a dinner plate is filled with lean protein, colorful veggies, some whole grains, and an offering of fermented foods like sauerkraut or kimchi. No glitzy ads or catchy slogans, but the plate packs a punch where it matters most—a gut health punch.
The health benefits from eating real food are sourced in boring science articles written by researchers and scientists unraveling the incredible workings of the human body. They communicate what they discover about how the body metabolizes certain foods and are quick to mention when more research is needed. The focus is on the steak, not the “sizzle”.
So, while Don Draper's slick campaigns might catch your eye, remember that sometimes, the best route to health is a plate of simple, whole foods. No fancy ads or Lucky Strikes needed.
Food first is a hill I will die on.
Thanks for reading,
Jeff
