If you haven't seen this video yet, take about three minutes to see what the craze is about. Chipotle posted an extended advertisement for their company and associated videogame entitled The Scarecrow. If it was Emmy season, and if there was a category for propaganda shorts, Chipotle would already be finding a space to display their trophy.
The video has gone viral for good reason. It exudes a dark, provocative, Wallace and Grommit-esque tone. If you really can't be bothered to take the time to watch the video, yet for some reason are still reading this article, the message is simple: Chipotle is ushering in the dawn of salvation for fast food, breaking free from the shackles of the faceless, oppressive industry.
Video quality is superb, and the storytelling is elegant, free of dialogue, and concise. The imagery in the ad runs a subtle level deeper because Chipotle is implicitly the scarecrow worker, employed, until breaking free, by Crow foods (take your pick of the fast food Big 3). The purpose of a scarecrow is to...scare crows. The ad highlights a corresponding videogame, but consumers can be certain that Chipotle stands to gain more from the message than in individual game sales.
Any definitive response by the fast food heavy weights has yet to appear, but it's hard to imagine this explosively popular challenge going unanswered. What Chipotle fails to mention is that their store is not a roadside farmer's market, as they picture it, but, in many respects, just as much a part of “Crow foods”: a franchise, with 1,400 locations in 43 states with over 37,000 employees.