Chef Homaro Cantu in an Ad For Toothbrushes and Floss

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Chefs promoting dubious products is not a new thing — see Emeril Lagasse and tooth paste, Alex Guarnaschelli and I Can't Believe It's Not Butter, or Carla Hall and dog food — and here's another one: Chef Homaro Cantu (Moto Restaurant, Chicago) pimping toothbrushes and floss in the latest issue of Food & Wine magazine.

See, according to his website, Homaro Cantu is a "leader in the field of postmodern cuisine and an inventor of futuristic food delivery systems." And because he's invented forks that hold a sprig of thyme, he's somehow the ideal spokesperson for fancy new toothbrushes and floss "infused with silica and baking soda."

"I appreciate brands like Reach that put a lot of thoughtfulness into functionality, so I don't have to," says the ad. "I just use it and it works." Since when do toothbrushes not work as advertised?

· All Adventures in Shilling on Eater [-E-]
· All Homaro Cantu Coverage on Eater [-E-]