Tags: chipotle | animated | ad | the scarecrow

Chipotle Animated Ad 'The Scarecrow' Creates Online Buzz (Video)

Monday, 16 Sep 2013 07:36 AM

By Alexandra Ward

Chipotle's new animated ad called "The Scrarecrow" looks more like an award-winning Pixar film, and it's creating quite a buzz online.

Chipotle, a Mexican fast-food chain that serves up "food with integrity," as per its slogan, released a rare, but powerful animated ad last week. This new commercial, which is really a super-short film, is already being billed as this year's most successful marketing campaign with its anti-factory farming message and stunning visuals.

"In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods," Chipotle says in its description of the clip. "Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory."

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With some help from the visual effects experts at MOONBOT Studios and Fiona Apple, whose cover of "Pure Imagination" from 1971's "Willa Wonka and the Chocolate Factory" sets the ad's haunting tone, "The Scarecrow" is already making waves with consumers.

"The Scarecrow" also has a companion app-based game where users are challenged to "fly through the city of Plenty to transport confined animals to open pastures, fill fields with diverse crops at Scarecrow Farms, and serve wholesome food to the citizens at PlentyFull Plaza, all while avoiding menacing Crowbots."

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