The Social Media Story of “Chef”

If you haven’t seen “Chef,” the movie, it will be a flick frozen in time for how Twitter works (right now). Jon Favreau’s up and downs as a chef gone viral with a critic rant is pretty spot on. Now, whether a food truck traveling cross country can actually claim a following via a tech savvy 10-year-old using Vines and GPS to create a social media story is another matter.

But in the way of the social media story as it happens today, it all seems very plausible.

“Chef” is a summer feel good movie with today’s modern twist inserted. A chef that’s sublimated his creativity in the kitchen for a sell-out boss played by Dustin Hoffman (a “just do what works” kind of guy), finally loses it over with a critic he’s inadvertently publicly messaged on Twitter. (A good reminder about DM-ing.)

Of course, Favreau’s character storms into the restaurant, has a fit, all of which is captured on video by every smartphone user in the joint, and quickly goes viral.

Favreau’s journey takes him to a food truck offered by his ex-wife’s first husband, a humbling start on his journey to food redemption and culinary creativity. From Miami, the characters travel city by city back to L.A. and Favreau’s son captures the journey in social media – building buzz, creating momentum and creating a video diary for his dad of their time shared together.

It was, and is, a perfect flick for Father’s Day – or at least dads who have kids who grew up keyboarding.

But the movie is also a good primer about social media for the folks who still wave it off as a fad and futile function.

Just as I keep trying to get my octogenarian dad in the technology world, it reminds me that not all of our clients understand the world around them – and that’s why they hire consultants to help them out, get them to the next level, or at least provide some context for where the world is going.

“Chef” may be a Hollywood feel good for the summer, but it’s also a good reminder about managing a message – and delivering on a brand promise. In this instance, it’s about claiming your creative space. In the real world, it’s pretty much the same exercise.