There aren’t too many commercials out there that can make you cry and hungry at the same time, but the new Chipotle Scarecrow ad isn’t like most advertisements.
The new ad, which clocks in at a little over three minutes, is more like a short film than a commercial. The ad promotes the new Chipotle mobile game The Scarecrow but it also encourages people to make smarter food choices.
The description for the game 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.”
The Chipotle Scarecrow commercial features some eerie music, thanks to Fiona Apple and the song “Pure Imagination,” and revisits the beautifully animated farm world from previous Chipotle’s commercial.
You might remember the company’s ad last year that featured Willie Nelson and the Colplay song “The Scientist.” The new ad expands on this world and doubles the sadness factor.
The scarecrow moves through the farmland and sees various examples of animal abuse: Chickens are stuck with needles to grow fatter, cows are beefed up until they can hardly move.
The ad ends with the slogan “Cultivate a better world” as the scarecrow decides to start cooking his own food.
What do you think of Chipotle’s new scarecrow ad? Are you going to go cry into a burrito now?