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.