“Pure Imagination,” by Fiona Apple is the back drop of the chilling infomercial. Chipotle lays before the public viewing audience a death-defying view of what the “food” of today really looks like, on their search to bring back real food to their customers.
Cultivate a better world
The world of processed food is a frightening one, with food production controlled by industrial giants who are dominating the food system, the way it’s always been done. The infomercial seem through the eyes of one lone scarecrow, as he sets out to give an alternative to the unsustainable processed food from the industrial food factory.
It’s scary to think this is actually what food production has come to
What the animals are put through and what people are willing to ingest, Alfred Hitchcock himself could not have come of with, but a seemingly closer of view of what this commercial portrays can be viewed in the “B” movie classic from the 80’s ,”Motel Hell.” Unsuspecting traveler’s are buried up to their necks in the soil in his garden, after they are kidnapped by Farmer Vincent.
“It takes all kinds of critters to make Farmer Vincent’s fritters”
Farmer Vincent’s motto is a parody of the meat industry. His have their vocal chords cut so they cannot scream out. His victims, “captured as animals,” are fed special food until they are ready. The movie is full of one criminal act after another and who knows and who doesn't and who eats but pretends they do not know. The “victim’s” escape and can’t walk-from being buried in the ground, or talk-they hiss and make weird noises, much like the industrial farm animals would do if they broke loose from their industrialized settings they are forced to live in.
If people weren't’ so freaked out on the “B” drive-in movie spaghetti scare, and more information about industrialization and the tainted foods that litter the grocery store shelves, they might have realized the statement the movie was trying to make even then.
“The Scarecrow” produced by Chipotle and created by Academy-Award-winning Moonbot Studios
The Scarecrow is a revised version of Willy Wonka and the Chocolate Factory. Chipotle’s mission to change how people see fast food. Making a story that matters to people, the idea is this elaborate production of overproduced food. What do scarecrows do? They protect food. There are a lot of negative consequences for all of the over-processed foods to people, to the environment and to the animals.
The conflict and the tension
What happens next? Change the world, and to be a part of the answer and to be a part of the answer and taking part to raise food responsibly. Play the game and follow the scarecrow to healthier food options.
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