Print ad for Steak n Shake. "For a restaurant that hasn't changed much since 1934, this is part of a campaign that hasn't changed much since 1990: we're still running ads that are as appropriate now as they were ten or twelve years ago, alongside newer ones, like this, that take the same handful of benefits and find another way to get them across. And we've done it all without hyperbolic food photography, without actors blissfully biting into food, and with as few adjectives as possible (nothing is ever described as 'delicious,' 'luscious,' "piping hot' or even 'mouth-watering.' We let you decide for yourself if your mouth should water)."