Now that "Project Runway" has finished its catwalk, Bravo moves into "Top Chef" season. And what a season it is! I got the episode one screener yesterday, and it's filled with the biggest stars of the culinary firmament.
Evian, Glad, Food & Wine Magazine, and the GE Monogram line of kitchen appliances return as sponsors this year. Whole Foods acquired grocery sponsor Wild Oats last year, but has continued the relationship under the Whole Foods brand. And as in past seasons, all ground transportation is provided by Toyota.
The big change this time is that the GE Monogram kitchen is in the back of a Pizzeria Uno. Excuse me, Uno's Chicago Bar & Grill, as they've been known since about 2000. Naturally, the first quickfire challenge involves making a Chicago-style deep-dish pizza. This makes perfect sense, because as we all know, Uno's 216 franchise outlets are famous for the sort of high-end cuisine and classical techniques that a "Top Chef" contestant must master.
When they're not cooking, the chefs will stay in a house stocked with Korbel sparkling wine. A notable non-sponsor is Heineken, whose beer is available in the house, but whose labels are
digitally blacked out in post-production, suggesting that the brewery is not actually paying to be there.
Bravo's master class in product placement comes at a time when the FCC is trying to determine just what kinds of rules should govern this sort of embedded advertising. Did you know it's pretty much a free-for-all? They don't even have to disclose sponsorships. Of course, it's usually obvious because the sponsors demand "pretties," those lingering, almost sexual closeups otherwise reserved for the chef's hands and the dishes they're preparing.
Oh, did you want to know something about the actual contestants? OK, um, this guy Andrew (at right) is kind of a jerk. He seems to know how to cook, but he's definitely a chef in the "unstable, furious, and foul-mouthed" style. He's got major issues with rage, and I hate the way he talks. The rest of them seem nice enough. But let's talk about those Calphalon pans, huh? Hard-anodized is the way to go, in my opinion.