Chipotle wanted to accomplish something with their newest advertising campaign, and that was to let everyone know that they believe organic farming is better than conventional farming. As evident from a Forbes report on Sept. 13, 2013, the Chipotle Scarecrow is the one that the company feels is going to do that for them.
The new Chipotle Scarecrow commercial features Fiona Apple's rendition of "Pure Imagination" from "Willy Wonka and the Chocolate Factory" and that only adds to the haunting experience.
The ad shows different scenes such as a somber factory and sad scenes that the scarecrow sees as he is learning about the world, and it saddens him. He sees chickens getting stuck with needles to grow faster. He sees cows stuffed into pens and unable to move.
Soon though, he leaves the factory and comes upon a bleak stretch of land where a fresh red pepper is growing. It is the only fresh food around and it inspires him to cook and soon, the world is gorgeous again.
As the commercial ends, the slogan of "Cultivate a better world" reads above his fresh food stand. It's a great message and one that is surely going to inspire people and anger people.
The Chipotle Scarecrow is not going to end there though. The ad leads into a new mobile game called "The Scarecrow" that is available for iPhone, iPad, and iPod Touch. It is a game that will look to educate the public about food issues and hopefully get them more involved.