David Chang Flogs the French Culinary Institute in TV Commercial


Now in heavy rotation on NY1, a commercial featuring David Chang presents the cantankerous but beloved chef in a rather docile mood, delivering equal praise for his own Momofuku (he wanted to “cook delicious food and make it affordable”) and the FCI (“the kitchens are beautiful and the staff is impeccable”). And, for all you hapless office workers, he crows, “I’d rather become a homeless bum than sit behind a desk.” Are you sure about that, David?

In the opening frame, the commercial refers to Chang as an “FCI Alumni.” Does that mean there’s more than one of him? No, the FCI just doesn’t realize that “alumni” is plural. Technically, he’s an “alumnus” of the institute, proving you should go there for cooking instruction, but not to study Latin.