Chipotle’s scarecrow commercial touched the hearts of many a few years back. Even though the original purpose of the commercial was to promote their new scarecrow app in the iTunes store, it got a lot more attention for the content that was presented through the advertisement.
The YouTube advertisement for Chipotle never aired on television but generated over 17.5 million YouTube views. The difference between this advertisement and most other advertisements is that this short clip is a narrative, which in return evokes an emotional reaction from the audience. With the depressing music in the background and the exploitation of animals that is one of the central themes of the advertisement, it’s kind of hard not to develop a little empathy for the scarecrow man. But at the end of the day, Chipotle promises to use organic products “when possible” so even this advertisement serves as a sense of irony. At the end of the day this advertisement created a lot of controversy due to the lack of Chipotle’s regulation within their own business. Also, viewers thought that the movie didn’t make them want to eat Chipotle, it just made them want to go vegetarian or vegan. It is also important to note that the brand label doesn’t even show up until the end of the advertisement which is essentially three minutes depicting the exploitation of animals.
Though, it is important that this add stays relevant because it is one of the many factors that have pushed the food industry into a more natural direction, straying away from animal exploitation. This advertisement serves a bigger purpose of depicting the problems that are in the way American companies process their foods. It is also important because it is a method of awareness to the public that may not know what goes on beyond the stocked grocery shelves where they get their perfectly cut chicken breasts.
Since this commercial, there has been many changes in the food industry, not just with Chipotle but with other companies as well. Many companies like Burger King and Dunkin' Donuts are promising all cage free eggs in their products within the time frame of a few years. This commercial was the start of a movement, and that is why it is important. Yes, it makes you feel bad for animals but it also makes consumers realize what they aren’t seeing is more important than what they are seeing.
At the end of the day, whether or not this advertisement makes you want Chipotle more or less, it still serves as a significant part of a movement into a food industry with better cultivation.
