Chipotle’s ‘Scarecrow’ Ad Gets Creative

Chipotle's 'Scarecrow' Ad Gets Creative
Chipotle’s ‘Scarecrow’ Ad Gets Creative
Chipotle’s ‘Scarecrow’ ad Is Pretty Sweet

Chipotle’s marketing team made a risky move with their latest ‘Scarecrow’ film, which employs a certain level of scare-tactics to target factory enhanced foods.

The short animated film follows a Scarecrow factory worker who appears to feel guilty promoting self-acclaimed “natural foods,” when in actuality, the foods are not natural. Throughout the film, viewers listen to Fiona Apple’s song, Pure Imagination,” having originally been featured in “Willy Wonka and the Chocolate Factory.”

According to Huffington Post, the short film was a promotional piece for Chipotle’s new “mobile game, titled The Scarecrow, for iPhone, iPad and iPod Touch.” They said that the game is meant to “educate and engage the public about food issues.”

The description of the food game, which can be found with the app in the Apple Store, reads: “Help the Scarecrow rescue the City of Plenty from Crow Foods, the powerful industrial food corporation that has taken over the city. Tilt and tap your way through four unique worlds to protect vulnerable veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all while dodging the menacing Crowbots.”

As Gaberille Levy from UPI described the ad as “more a short film, is a gorgeous piece of animation that hardly mentions Chipotle at all.”

The film ends with the Scarecrow making the decision to grow its own natural foods. “Cultivate a better world” is stretched across his new food stand.

As of December 2012, 1430 Chipotle restaurants have opened throughout the United States and Canada, with locations in 43 states, Ontario, British Columbia, and the District of Columbia.

For more information on the game and how to download it, click here.

Watch the lovely yet haunting video below — we wont tell anyone if you shed a tear or two.

Chipotle Mexican Grill launched The Scarecrow, an arcade-style adventure game for iPhone, iPad and iPod touch.
Chipotle Mexican Grill launched The Scarecrow, an arcade-style adventure game for iPhone, iPad and iPod touch.

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Sean is a London (Ontario) based writer, and has been writing full-time for eCanadaNow since May of 2005, covering Canadian topics and world issues. Since 2009, Sean has been the lead editor for eCanadaNow. Prior to his work writing and editing for the eCanadaNow, he worked as a freelancer for several Canadian newspapers.. You can contact Sean at {Sean at] Google