Chipotle's the Scarecrow
“The Scarecrow” In the past month, Chipotle a major fast food company released an animated short
called “The Scarecrow” that depicts factory-farming methods common in North America.
The ad depicts a lonely scarecrow more conscious than the rest of his fellow scarecrow
workers, who goes against the grain of the society he lives in to “cultivate a better world.”
The video aims to suggest that Chipotle practices safe farming methods and genuinely
cares about the animals and sustainably cultivated ingredients it puts into its products.
While Chipotle may be a more conscious alternative than many other fast food
restaurants, in the end it is still a major fast food company whose top priority is profit.
The video, which was released on YouTube, generated over 6 million views in just a
few short weeks. The animated short’s target audience may have been intended for the
younger generation, who generally have less time for slow cooked meals. The ad
suggests that if you are going to eat fast food then eat their food because it’s better for
you and the animals. “The Scarecrow” intends to aim at people who are seemingly more
conscious about environmental issues and animal welfare. From a child’s perspective it
seems like a Pixar film and not an advertisement at all, and Chipotle’s clever use of
animation inadvertently could trick children into becoming lifetime patrons of the fast food
chain. As Jean Kilbourne said in “Can’t buy my love” that 18-34 year olds generate huge
disposable income “because the earlier you get them, the sooner you imprint the brand
name.”(Pg. 35) Chilton,2
The Scarecrow” is about a scarecrow who works for Crow Food, Inc., a nefarious
industrial food company. The commercial
called “The Scarecrow” that depicts factory-farming methods common in North America.
The ad depicts a lonely scarecrow more conscious than the rest of his fellow scarecrow
workers, who goes against the grain of the society he lives in to “cultivate a better world.”
The video aims to suggest that Chipotle practices safe farming methods and genuinely
cares about the animals and sustainably cultivated ingredients it puts into its products.
While Chipotle may be a more conscious alternative than many other fast food
restaurants, in the end it is still a major fast food company whose top priority is profit.
The video, which was released on YouTube, generated over 6 million views in just a
few short weeks. The animated short’s target audience may have been intended for the
younger generation, who generally have less time for slow cooked meals. The ad
suggests that if you are going to eat fast food then eat their food because it’s better for
you and the animals. “The Scarecrow” intends to aim at people who are seemingly more
conscious about environmental issues and animal welfare. From a child’s perspective it
seems like a Pixar film and not an advertisement at all, and Chipotle’s clever use of
animation inadvertently could trick children into becoming lifetime patrons of the fast food
chain. As Jean Kilbourne said in “Can’t buy my love” that 18-34 year olds generate huge
disposable income “because the earlier you get them, the sooner you imprint the brand
name.”(Pg. 35) Chilton,2
The Scarecrow” is about a scarecrow who works for Crow Food, Inc., a nefarious
industrial food company. The commercial