Chipotle's Scarecrow Ad

SUBHEAD: We're going to go to the farmers' market now. Oh, and eat at Chipotle, too... maybe.

By Cary Polis on 14 September 2013 for Huffington Post -

Image above: Still from "The Scarecrow" ad by Chipotle below. Not really.

Way to pull on our heartstrings, Chipotle. We know we should all be making better food choices, but now we're feeling an overwhelming amount of sadness and guilt after watching this new short film.

Today, the burrito chain has announced a new mobile game, titled The Scarecrow, for iPhone, iPad and iPod touch. The game aims to educate and engage the public about food issues. The above film, which coincides with the game's launch, features Fiona Apple singing "Pure Imagination," originally from "Willy Wonka and the Chocolate Factory."

This haunting ad builds upon Chipotle's first ad, featuring Willie Nelson singing Coldplay's "The Scientist," which had a similar anti-industrial food theme. While the Willie Nelson ad isn't exactly uplifting, we didn't experience sudden onset depression like we did when watching "The Scarecrow."

The eerie music, combined with the scenes of a somber factory (100% beef-ish!) produces a heavy-handed but effective result. The scarecrow grows increasingly sad as he sees chickens getting stuck with needles so they grow faster, and cows unable to move from their pens.

But then, after leaving the factory, he finds a fresh red pepper, growing in a bleak spot of land where no other fresh food is found. He's inspired to start cooking. Suddenly everything is beautiful again! The ad ends with the slogan above his new fresh food stand, "Cultivate a better world."

We're going to go to the farmers' market now. Oh, and eat at Chipotle, too.

[IB Publisher note: Just keep in mind this is an ad by a national food franchise. This is what Chipolte says about GMOs;
"The World Health Organization defines Genetically Modified Organisms (GMOs) as 'organisms in which the genetic material (DNA) has been altered in a way that does not occur naturally.' Our goal is to eliminate GMOs from Chipotle's ingredients, and we're working hard to meet this challenge. For example, we recently switched our fryers from soybean oil to sunflower oil. Soybean oil is almost always made from genetically modified soybeans. Sunflowers, however, have not yet been genetically modified, thus making sunflower oil a great non‑GMO alternative. Where our food contains currently unavoidable GM ingredients, it is only in the form of corn or soy.

In the United States at this time, most of the grain used as animal feed is genetically modified. This includes most of the grain used to feed the animals that provide our meat and dairy. While we are striving to eliminate GMOs from our supply chain, there is currently not a viable supply of responsibly raised meats and dairy from animals raised without GMO feed. Responsibly raised food is a journey and we're always striving to source better ingredients. We recognize that the feed given to the animals who provide our meat and dairy is an area for potential improvement"

Unfortunately, this is too true. In ant case this is a good use of animation and music. Maybe Chipolte will even mean to make a real change in its food operations. It seems certainly better than Taco Bell.]

Video above: Computer animated ad of "The Scarecrow" by Chipotle. From (


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