The Chipotle "Scarecrow" ad is bound to go down in advertising history as one of those rare ads, that pulls at your emotions; it's an ad you just won’t forget. The haunting Chipotle "Scarecrow" literally gives you food for thought. The way this food is over processed in the dark hidden corners of this scarecrow's dirty little city makes you crave that bright red pepper, which is the first natural food introduced in this ad from Chipotle Mexican Grill.
MSN Money calls this ad “brilliant” in an article published Sept. 13. Fiona Apple’s rendition of “Pure Imagination” serenades’ this nightmare journey as the scarecrow discovers all the nooks and crannies of this dark disturbing world of food production.
Chipotle Mexican Grill places major emphasis on natural food, from its farm grown produce to the treatment of the animals that ultimately become the meat and poultry used for their products. The avoidance of television advertising has also added to this chain’s “prestige” notes Slate in MSN Money.
“Scarecrow” has Clio written all over it from the message it's sending to the attention grabbing graphics with Apple’s eerie “Pure Imagination” pulling it all together. The Clio Awards are much like the Oscar’s, but instead of awards for the best in the motion picture industry, the Clio Awards recognize the best of the best in in advertising industry’s creations.