Chipotle has followed up on its incredible “Back to the Start” video with an equally outstanding production in “The Scarecrow”. Watching it, one would hardly believe that it will end up as an advert for an iOS game of the same name (coming to an App Store near you). The video, and the game, both support Chipotle’s message of “Food with Integrity” and take a swipe at factory farming in the process. Additionally, Fiona Apple supplies a haunting soundtrack with her cover of “Pure Imagination” from Willy Wonka & the Chocolate Factory, providing a worthy follow-up to Willie Nelson’s version of Coldplay’s “The Scientist” from the original video.
I can only hope the next video in this series comes out in less than two years. I can honestly say that there has never been a corporate-produced video that I have watched over and over for pure enjoyment, with the exception of Chipotle’s work. It combines story, emotion, and a message with great direction. The result is incredibly impactful. There is a reason that we take our kids to Chipotle every weekend, and it’s not because I like paying $1.80 for guacamole. It’s because Chipotle is one of the few places where I can always feel good about what our kids are eating. And that is something worth promoting.