'Uncle Ben's' microwavable rice advert

i've never ate microwave rice - packet rice does me. takes twenty minutes for crap sake.

I'm sure I'll be in a tiny minority but I have never owned a microwave and can't really see that situation changing in the future.

The advert implies the father needs to teach the child to cook, then produces a microwaveable packet of rice.
It's the same bull s hit marketing that has got the masses hooked on s hit in the first place, but how can they be allowed to suggest that's cooking?
It's no different to how tabaco companies try and target the next generation, it's just this one is convenience food masquerading as 'proper' food.
It's the soulless enterprise at all cost.

Microwaves are fantastic, I use mine all the time, get a combi with a grill on the top so you can crisp things.

Puts less cr*p in the air than using a stove top and more energy efficient.

Tilda 2 minute wholemeal basmati for me.

Nothing like a 20 second burst in the microwave to put life into yer muffin or Danish pastry.

I use the microwave for normal rice. I just put it in a tub, pour boiled kettle in, give it a minute of zap, then leave it a few minutes then maybe another minute or two. It doesn't need to be on a rolling boil to cook.

Tilda, Uncle Bens.
Charging a fortune for the same foods which are just as good from other makers, just because they advertise and market well to people who take notice of adverts.

If I'm making my own breakfast it's inevitably porridge, 2 mins in the micro.

Nothing wrong with microwaves per se; as mentioned they do porridge well and I'll often use one to defrost or warm up a batch of something I've already cooked, warm makerel for omelettes or make short work of jacket potatoes.
The problem here is a company making adverts that attempt to trumpet the virtue of cooking, when in reality they are pushing their own convenience product on the next generation....a continual dumbing down for profit.
The rice itself is probably OK, it's the preservatives and junk flavouring maxed out to get the customer hooked that are the things that do the harm.

I still haven't got over an incident fifteen or twenty years ago when I saw Marks and Spencer's were selling a bag containing a sliced up carrot.

(At probably 10 times the price)

Grated Cheese in a bag...I'm still amazed that anyone could be that lazy.

I've only seen this advert once but it had blatant messaging by using the old song (which I don't know who sang it)
'I need yooooou to show me the way'
With the emphasis of the adult passing on what they know to the child,....that being how to microwave prepared rice ffs.

Sounds like Peter Frampton.

https://www.ispot.tv/ad/7jUo/uncle-bens-life-lesson-song-by-peter-frampton

well done jack thats the one
now people can see the insidiousness for themselves.

only problem with that version is it cuts before the plastic flavoured rice pops up at the end

"Grated Cheese in a bag...I'm still amazed that anyone could be that lazy."