Restaurant Chipotle: Ad Analysis

In the ad, “The Scarecrow,” the restaurant Chipotle attempts to demonstrate its commitment to providing a natural, healthy foods by contrasting it with its competitors manufactured alternatives. The ad begins by showing a colorful farm scene, complete with barn, scarecrow, and rolling hills in the background. Almost immediately, the camera moves away from this picture and as it does so, the picture loses its colour and the words “CROW FOODS INCORPORATED” appear in a dark, bold font on the side of the building the painting is shown to be on. A scarecrow is then seen walking towards the building, being watched by a metallic crow sitting on a fencepost. The scarecrow enters the building, picks up his tools, and is greeted by yet another metallic crow who this time perches on his shoulder. He looks distraught and jumps onto a conveyor belt with other scarecrows who have crow perched on their shoulders. The camera pans from the conveyor belt to show 3 tanks with silhouettes of a cow, a chicken, and a pig. The tanks are filled with an unknown liquid which

Upon doing so, he is greeted by metal boxes with tagged cows in them, being milked on an industrial scale. One of the cows makes eye contact with the scarecrow just before the plate is pushed to. The scarecrow at this point looks to be very depressed and looks to the fellow scarecrow, whose mouth twitches in acknowledgement before a crow appears and squawks at the first scarecrow loudly before flying away. The scene fades, and the scarecrow is shown to be on a train, and gazes at a Crow Foods ad labeled “Farm Fresh.” This is followed by the camera panning down to show crow-shaped machines spewing dark green clouds at the ground, and a crane building a sign which says “Feeding the World” with a Crow Foods logo on