I fully expected his last line to be "Respect the cock!"
Yeah he's got the basics right, but there's some key problems with those types of statements. The people who are most likely to look at food as fuel are not the ones that "need" to look at it as fuel. They usually have fitness goals and stuff already in mind, and are probably dialing in their diet already. The people that should are the McCheese's of the world, and they aren't going to change their outlook on nutrition with a few catchy words and some slogans.
Even though I think the message, once you take the hyperbole and campaign rhetoric out, isn't wrong, I think it is probably not right for a very large portion of people in the world. For example, I was a professional cook/sous-chef for a decade; I love the shit out of food. But I also know how to control portion sizes and plan a little bit ahead to make a healthy diet that gives me what I need yet at a slight caloric deficit, which I expand by lifting/cardio to work weight down. Trying to view it as "fuel" simply isn't possible for someone like me. People that genuinely get pleasure from eating food aren't going to be able to make this mindset jump to "food is fuel" with any level of realistic acceptance. If anything, the easier and definitely more easily attained goal would be to limit the amount of "pleasure" you get from eating by making the super good stuff infrequently, and instead having a baseline of good stuff in your meals. That way when you get the amazing item, you are ecstatic. But by making it infrequent, you aren't desensitized to just how good it is, and it will taste better. Then dial the diet around those reward days.
Like others have said, it isn't your day to day intake, it is your overall intake that affects weight loss/gain. Literally planning a full on cheat day into your menu means the rest of the week is geared towards making it less of a blow. That's how you get people to view food intake differently, not this fuel stuff. Make the good stuff the reward, not some abstract concept that non-professional atheletes will have issues accepting.