How Food Commercials Are Made

How Food Commercials Are Made


Narrator: Ever wonder how food commercials look so mouthwatering and perfect? These food shoots can cost
hundreds of thousands of dollars, all so you’ll buy more of these. Visual engineer, Steve Giralt, shoots photos and videos for food and product-based commercials in New York City and around the world. I bring technology and kind of traditional
image-making processes together in what I call visual engineering. Narrator: One piece of
that technology: robots. Or, as they call them, motion controls. Steve’s long list of
clients include big brands, like Hershey’s, Budweiser,
Pepsi, and Starbucks. Of course making food look
so good comes with a price. A single-day TV shoot can cost between $50,000 to $100,000. Steve: In these food
shoots that we create, we have a lot of moving parts. Basically, you’ll have, let’s
say, one item that’s moving, something else that’s
flashing and running into it, something else that it’s gonna land on. We have to use a lot of
different technologies and synchronizing software to basically allow those
things all to happen at the exact moment we
need them to happen. We love it, here we go. Comes out pretty low. Narrator: It also takes
a symphony of people to make the products look
the best they can be. Various stylists, engineers, and operators work together to create the perfect shot. My name is Michelle Gatton,
and I am a food stylist. When I get recipes, I read over the recipe so I know what I’m gonna be doing. So, in the back of my head, I start thinking about
how I’d like to do it. It could change once we get on
set with the different props, what the art director wants could change, but I start trying to create
the recipe in my head, ’cause I’m only makin’ it pretty
much the first time on set. I made these brownies yesterday, just so we’re not waiting
on me making brownies. And, to make them look
like I just made them, I just warmed up the
chocolate with a heat gun, and I’m adding a little
bit of melted chocolate to the cut side. Steve: So here we’ve got
our motorized slider, which is moving a pump that’s
gonna have caramel on it that’ll be pumping down onto our brownies. So, in the end, we’ll have this shot of this beautiful ribbon of caramel kind of draping and curling
on top of the brownie. Narrator: There’s a
lot of trial and error. Steve: Are you ready? And here we go. Yeah! Nailed it! Narrator: Every precise moment captured is nailed down to the millisecond. This is the benefit to using robots. Human hands are also used on commercials when timing is not a crucial factor. Steve: We put a lot of
effort into these visuals. It’s really cool to see your vision kinda come to life and
be spread with the world. I think you have to have a
really great understanding of what is appetizing. Everybody speaks the language of food.

100 thoughts on “How Food Commercials Are Made

  • September 13, 2019 at 10:59 am
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    THROW THE BERRIES MARK!

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  • September 13, 2019 at 3:28 pm
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    First.

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  • September 13, 2019 at 4:07 pm
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    I could win every food fight with the berry launcher

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  • September 13, 2019 at 5:50 pm
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    So surprising that they are using real food!

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  • September 14, 2019 at 12:50 pm
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    I work in industry… this is not how it’s done.

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  • September 14, 2019 at 1:37 pm
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    I got a Jollibee Studios ad before the video started..

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  • September 14, 2019 at 8:34 pm
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    Now everytime I see a food commercial I’m gonna wonder what it looks like behind the scenes

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  • September 14, 2019 at 10:07 pm
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    Simple. The food are paid actors.

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  • September 15, 2019 at 2:19 pm
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    The first woman looks like mia khalifa

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  • September 16, 2019 at 10:06 am
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    5 minute hack is better

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  • September 17, 2019 at 1:59 am
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    Not what I expected to watch

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  • September 17, 2019 at 4:06 am
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    I wander what magic man makes Arby’s look edible

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  • September 17, 2019 at 9:59 am
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    oh come on just let humans do the robots' jobs

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  • September 19, 2019 at 3:20 am
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    The real question is:
    Who cleans up afterwards?

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  • September 20, 2019 at 2:04 am
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    Peter McKinnon's video was even better. It's all so amazing!

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  • September 20, 2019 at 2:49 pm
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    These people is responsible for my weight gain

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  • September 21, 2019 at 6:48 am
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    Let you tell it.👎🏿

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  • September 21, 2019 at 7:41 am
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    Me after watching a food-commercial after this : you can't trick me anymore

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  • September 21, 2019 at 8:45 am
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    this feels like it was edited really strangely.

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  • September 21, 2019 at 10:17 am
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    Why would thy pay HUNDREDTHS OF THOUSANDS if they could just lower their prices

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  • September 21, 2019 at 10:34 am
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    A thousand dollar robot to pour sugar.

    Pay me $10 and I'll do that for you. =)

    Reply
  • September 21, 2019 at 10:50 am
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    The bottom of my recommendation list 👏🏻👏🏻

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  • September 22, 2019 at 7:00 am
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    Fake .all fake

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  • September 22, 2019 at 10:55 pm
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    So much foodwaste…

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  • September 23, 2019 at 5:45 pm
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    So how they cheat us to buy their shit.

    Reply
  • September 25, 2019 at 10:50 pm
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    "Mommy, when I grow up, I want to be a food stylist"

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  • September 26, 2019 at 3:40 pm
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    I thought it's all CGI

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  • September 26, 2019 at 9:42 pm
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    Steve looks like Cam from modern family

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  • September 28, 2019 at 10:35 pm
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    0:57 I learned something at last

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  • September 29, 2019 at 7:47 am
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    the director eats all the leftovers.

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  • September 30, 2019 at 7:58 am
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    Bad hosting

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  • September 30, 2019 at 8:01 am
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    How a* food commercial is made

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  • September 30, 2019 at 8:33 am
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    Can they put their expertise in some thing nobel where they can make decent money too

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  • September 30, 2019 at 2:41 pm
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    Had a food commercial right before the clip

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  • October 3, 2019 at 9:16 pm
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    Am I the only one who thinks that this guy's face looks like a robot?

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  • October 3, 2019 at 10:50 pm
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    Alex is much better than herinne ro or caroline. They should make her a regular on these things

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  • October 4, 2019 at 10:53 pm
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    I'll never be able to unsee this.

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  • October 5, 2019 at 3:25 pm
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    bro everyone could probably do that with their hands

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  • October 6, 2019 at 11:26 am
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    Michelle is giving some real Aunt May vibes Rn

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  • October 6, 2019 at 11:43 am
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    Like my aunt said, I don't want the food in their restaurant I want the food from their commercials. It looks so good but when you order it it looks like left overs from a road kill!!!

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  • October 6, 2019 at 12:24 pm
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    In the industry we call that, the “money shot.”

    Reply
  • October 6, 2019 at 3:14 pm
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    Food porn

    Reply
  • October 7, 2019 at 2:33 am
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    I can buy a house for $50,000

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  • October 7, 2019 at 1:12 pm
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    CGI ,cheap and best

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  • October 7, 2019 at 9:41 pm
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    "I'm a food stylist."
    No you're a chef.

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  • October 8, 2019 at 8:16 am
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    We use a lot of different technology and it's really expensive and we charge 100 grand cos its so amazing….little dumper tool tips the flour little flippy thing throws a strawberry filmed on slow motion smart phone.

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  • October 8, 2019 at 12:41 pm
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    Bullshit

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  • October 9, 2019 at 2:53 am
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    0:01 No, I've never wondered. But I am curious as to how this doesn't fall under the category of false advertising?

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  • October 9, 2019 at 8:43 pm
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    Runtime is pi

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  • October 9, 2019 at 9:26 pm
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    Alright now I'm hungry.

    Reply
  • October 10, 2019 at 6:45 am
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    Starbucks don’t do commercials

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  • October 10, 2019 at 9:32 pm
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    I wish someone would pay me so much for a simple video clip (no need for robots or special staff, just a mediocre cam, food and software)

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  • October 10, 2019 at 10:38 pm
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    Wtf am I doing here, its 4 am!

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  • October 11, 2019 at 2:05 pm
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    I have seen them before

    Reply
  • October 13, 2019 at 10:05 am
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    Ooh I really want to see how like phone commercials work

    {_/}
    ( ._. )
    > 📱

    Reply
  • October 14, 2019 at 12:27 am
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    Damn Michelle is smokin!

    Reply
  • October 14, 2019 at 4:32 am
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    So you are telling us that the commercials are a scam

    Reply
  • October 14, 2019 at 9:45 pm
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    omg its cam.

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  • October 15, 2019 at 8:27 am
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    I QuitT

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  • October 15, 2019 at 1:49 pm
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    can i be the stunt double for the robot?

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  • October 15, 2019 at 1:51 pm
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    did anyone see this man in peter mckinonn video?

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  • October 15, 2019 at 10:36 pm
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    So basically wasting food for money

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  • October 16, 2019 at 3:55 am
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    What a waste of money and yet so many are homeless, starving, etc.

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  • October 16, 2019 at 7:43 am
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    Why anyone would want to buy Hershey's is beyond me – a Swiss person

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  • October 16, 2019 at 9:45 am
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    And he eats all that food too for the huge man he is.😂😂😂

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  • October 16, 2019 at 1:36 pm
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    Im hungry now

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  • October 16, 2019 at 3:09 pm
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    We all know that most of them are involved in using non-edible items to make the food look appetising.
    For example, using a cream shaver instead of the usual cream, to make a slice of cake looks more delicious etc.

    Reply
  • October 16, 2019 at 5:47 pm
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    I got a food advert before this video 😂😂😂

    Reply
  • October 17, 2019 at 5:53 am
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    I really wanted to see the behind the scenes of s’mores ones!!

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  • October 17, 2019 at 8:48 am
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    Thats Steve guy needs to go,

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  • October 17, 2019 at 1:33 pm
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    Simply.. You're tricked..

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  • October 17, 2019 at 2:55 pm
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    Why is it always New York?

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  • October 18, 2019 at 4:42 am
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    Cgi: am i a joke to you

    Reply
  • October 18, 2019 at 9:20 am
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    With a camera

    Reply
  • October 18, 2019 at 9:26 am
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    Why am I watching this at 4am

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  • October 18, 2019 at 9:50 am
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    I hate the way things are so pretty in ads and disappoints you too much in life

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  • October 18, 2019 at 11:28 am
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    "Michelle u better get my frosting right" said the donut as it awaited the shoot

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  • October 18, 2019 at 1:49 pm
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    that much money spent on false advertising for a product

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  • October 18, 2019 at 2:17 pm
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    Mom : oh he didn’t just disobey me !

    Also Mom : I told u not to waste your food

    grabs slippers and he was the last food stylist ever

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  • October 18, 2019 at 2:31 pm
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    we don't even watch the commercials..

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  • October 18, 2019 at 3:24 pm
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    I’m pretty sure I’ve seen 200 videos just like this

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  • October 18, 2019 at 3:37 pm
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    So next time you see a food commercial, appreciate it

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  • October 18, 2019 at 3:56 pm
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    He is the American Sam Chui……..

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  • October 18, 2019 at 5:25 pm
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    So we use 1 billion to a Commercial, just for fun. Not really for costumers

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  • October 18, 2019 at 7:04 pm
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    flashback to the ,,food in commercials hacks,, from so yummy on Instagram

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  • October 18, 2019 at 8:04 pm
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    Here i see a food stylist while im starving here

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  • October 18, 2019 at 11:56 pm
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    So it’s basically false advertising.

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  • October 19, 2019 at 7:25 am
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    So where does the food go?

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  • October 19, 2019 at 10:45 am
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    At 1:40 and I an searching for a profession

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  • October 19, 2019 at 11:08 am
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    Hi

    Reply
  • October 19, 2019 at 12:33 pm
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    So much of technology is used to give us diabetes 🤔

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  • October 19, 2019 at 5:25 pm
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    no wonder why lots of people go to mcdonalds

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  • October 19, 2019 at 7:38 pm
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    i really wanted to see the finished shot of the berries…. only showed it 2.5 millions times

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  • October 19, 2019 at 10:15 pm
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    All this so I can record the show and just fast forward through this

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  • October 19, 2019 at 11:57 pm
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    A bunch of people working together to create lies…

    Reply
  • October 20, 2019 at 12:02 am
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    atleast its real food

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  • October 20, 2019 at 8:16 am
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    When the dude creating the food is fat, you know tha he have a lot of "experience" with food in his life

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  • October 20, 2019 at 10:00 am
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    “care-a-mel”
    “car-mel”
    him: “car-a-mel”

    Reply
  • October 20, 2019 at 2:43 pm
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    It’s a total fraud

    Reply

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