Creepy-ass, amazing, beautiful Chipotle ad (seriously, watch this)

Chipotle has created one of the most stunningly haunting and beautiful ads I’ve ever seen.  The ad, called “Scarecrow,” has nearly 5 million views in under one week.  Seriously, you have to watch this.


Fiona Apple does a beautifully haunting cover of “Pure Imagination” from Willy Wonka that’s worth it all by itself.

From Moonbot studios, that helped animate the movie:

The film is set in a dystopian fantasy world where all food production is controlled by a fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory. In the game, players will accompany the Scarecrow on his journey through four levels and deliver fresh food to the City of Plenty’s citizens.

Apparently this is an ad for a new Apple store app game, but who cares.  This is just wonderful.

And here’s the original “Pure Imagination” by Gene Wilder:

(H/t Gawker.)

Follow me on Twitter: @aravosis | @americablog | @americabloggay | Facebook | Instagram | Google+ | LinkedIn. John Aravosis is the Executive Editor of AMERICAblog, which he founded in 2004. He has a joint law degree (JD) and masters in Foreign Service from Georgetown; and has worked in the US Senate, World Bank, Children's Defense Fund, the United Nations Development Programme, and as a stringer for the Economist. He is a frequent TV pundit, having appeared on the O'Reilly Factor, Hardball, World News Tonight, Nightline, AM Joy & Reliable Sources, among others. John lives in Washington, DC. .

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27 Responses to “Creepy-ass, amazing, beautiful Chipotle ad (seriously, watch this)”

  1. dave3137 says:

    If you love the idea of corporate so-called agriculture, you love this. It’s hopeful at the end, but it’s still a corporate message. Chipotle will save us from that corporate crap. And yes, I have a bridge in Brooklyn to sell you, too.

  2. mark_in_toronto says:

    I agree . . . politics aside, this was a beautiful cover of one of my favourite songs.

  3. fletcher says:

    Wal-Mart had to retreat on its latest ad campaign in Chicago when Jewel Stores noted the ad was skewed toward gourmet brands and not the every day items an overwhelming majority of people by each week. Yes you may save $2 on a bottle of Wolfgang Puck marinade, but only 2 cents on butter and at Jewel you paid less on freshly baked goods which had a better selection.( Tip: The coffee cake at Wal-Mart is not only shipped in but it terrible to anyone familiar with the product from a neighborhood bakery).

  4. Indigo says:

    Oops! That was an accidental double posting. My bad!

  5. Moderator3 says:

    Holy deja vu, Batman!

  6. Indigo says:

    Speaking of scarecrows, here’s a lovely animation from Spain, spoken in English translation:

  7. Guest says:

    Speaking of scarecrows . . .

  8. Person says:

    And all this was about was… a mexican grill

  9. AdmNaismith says:

    The clip is at odds with itself. The song probably should not play through the whole thing, it should come in during The Scarecrow’s epiphany.

    I know that Chipotle ingredients are less- or un- manipulated in comparison to their competitors, but I find the finished product bland and dry. They could stand to some flavor to their menu.

  10. karmanot says:

    When they say: “It tastes just like chicken,” run.

  11. cole3244 says:


  12. karmanot says:

    Not to mention Tacky Bell.

  13. goulo says:

    Seems like incoherent emotional manipulation. The first half shows how animals raised for meat suffer miserably, then in contrast the second half shows appealing looking food with chipotle peppers and other stuff from the garden, apparently with no meat in sight … Yet the real-life restaurant chain is not vegetarian; it does serve meat, despite the first half of the film.

  14. iamlegion says:

    That’s… horrifying. Beautiful, but horrifying. That cow makes me feel like I need a shower.

  15. Drew2u says:

    The new Walmart ads drive me up the wall with their dishonest proportioning. They show a whole pizza and say “Walmart is cheaper!” then shows a couple slices; or a whole lasagna pan versus a slice. OF COURSE the individual piece is going to be cheaper than the whole. It’s an insult to the viewers’ intelligence. I’d make a snide remark about walmart customers, but the chain is so ubiquitous that any broad brushing would be just as dishonest as the chain its self.

  16. Drew2u says:

    What’s your point, then, if not the underhanded opportunism that the capitalist society runs on, that widdle aminals have feelings? Well so do plants, it’s been shown that plants have a sense of ‘pain’, and can feel when something’s eating it (really no surprise when one has basic gardening knowledge about pruning and splitting/repotting plants). So unless someone plans on surviving on water and photosynthesis, something’s going to die for dinner.

  17. Indigo says:

    Trouble is, Chipotle is more of a work-araunt than your average taco stand and their flavors are muy gringo, IMHO.

  18. cole3244 says:

    you missed my point but that’s to be expected.

  19. fletcher says:

    For me, the ad message comes off like Wal-Mart trying to burnish its image. To make people forget it underpays workers, schedules their hours so they can’t take a second job, and run local merchants who pat decent wages out of business, they announce a $10,000 donation to a charity that accounts for one second of profit they take in. “Aren’t we wonderful,” they say to themselves. For Chipotle it is easier to create the image they are against corporate food marketers so you forget they are a national chain that is part of the big corporate food industry.

  20. Drew2u says:

    It is designed to appeal one’s emotions by employing a cute-style animation (which is non-threatening) overlayed with a well-recognized song from a family movie voiced by either a well-known singer (or a well-voiced singer, if you didn’t know who it was) on top of promoting a message of home-style, individually cared-for and prepared food, with an image of a company that is not only supposed to be viewed as small and more familial, but also unique and standing out from the giant corporate mass food chains (because Chipotle isn’t one, of course not).
    And of course Chipotle doesn’t serve meat or animal products and everything they serve is fresh from the garden – even the chicken and beef, because that would be a terrible thing, to kill a doe-eyed cow in order to eat its insides.
    You ready to plop down $8, yet?

  21. Drew2u says:

    ‘We’ don’t do anything. A “Free Market” as defined as “customer’s choice” relies on foreknowledge, unbridled by the scurrying opposition of capitalists eager to make money hawking anything and everything. That “Free Market” is a bane of Capitalism for where is the profit if consumers are educated?
    Nowadays “Free Market” is usurped by the Capitalists in order to mean “Free to Market poisons to uneducated masses”. If consumers know they have a choice, then that money is lost. Care to switch to a different product? Good luck as it all eventually falls into the hands of one of 10 world-enveloping conglomerations.
    With 20% of the country’s wealth being given to the richest 1% of the population, you’d better just enjoy what scraps you get before ‘our betters’ punish us by sending even more jobs overseas and laugh at us behind their gilded walls.
    (any talking points I missed?)

  22. Josie says:

    And how is Chipotle any different? Is it buying its food from small farms? I don’t get the point of this ad and how it relates to Chipotle.

  23. cole3244 says:

    the hurt & pain we cause so food tastes good.

  24. BeccaM says:

    Kinda hard to watch at times, especially when they get to the cows in tiny boxes…

  25. Bill_Perdue says:

    Fast food workers at fighting to get $15.00 an hour

  26. Drew2u says:

    Well that song’s ruined forever for me, now, like the version of “close to you” from ‘Mirrormask’.

    Imagine if the ad agency Chipotle’s hiring were to actually use their talents to get food safety laws passed in the U.S. (through visual media and get people talking about the subject), or the CEO of Chipotle speaking out in front of Congress instead of trying to sell fast food.
    As it is, all meat is poisoned, all vegetables are either frankenfood or covered in feces, and groundwater is flammable, making tillable earth barren.
    U.S. fuckin’ A.

  27. Indigo says:


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