“Good taste is knowing how to eat right,” is the headline for a Diet Coke ad I found near the back of the GQ through which I recently flipped. The ad depicts Tom Colicchio, supposedly an award-winning chef, seated in a plush restaurant booth, before him a luscious and healthy salmon dish that we are to assume he created, with a side of what looks like gorgeous red peppers. In his hand is a glass filled with ice and a brownish substance, which we are to assume is Diet Coke. Also on the beautiful redwood table is a glass bottle of Diet Coke. The ad copy recommends that if we want some stylish and delicious healthy cuisine, we should visit the Diet Coke Kitchen at dietcoke.com
Once a chef suggests any sweet carbonated drink as the perfect liquid to accompany anything other than barbecued hot dogs and hamburgers, he or she loses all credibility to me, and to most educated people (I think… I hope).
How much money did Chef Tom get to endorse Diet Coke, or to pretend that it’s just right for a nice piece of salmon? On the off chance that he really believes in the culinary virtues of Diet Coke, though, I recommend that my dear readers avoid his restaurants in New York, Dallas, Los Angeles, Atlanta and Las Vegas.
Note to Tom: Good Taste is Not Selling Out.