It’s no wonder given the success of Chipotle’s first ad that they would try to repeat the effort. But to my mind the new film, "The Scarecrow," created by Moonbot and featuring Fiona Apple is such a downer it doesn’t make me want to buy anything. The animation is gorgeous, and the song is haunting. But the factory scene reminds me of “Soylent Greens,” which doesn’t exactly stimulate my appetite.
It’s too bad, because the previous commercial, “Back to the Start” actually persuaded me to eat at Chipotle for the first time ever. I liked the food and would eat there again, but not after seeing this commercial.
Apparently, it’s all about the game, which is being touted as a free arcade-style game for the iPhone and iPad. But what about those of us who don’t play games and have a Samsung? Maybe they think we’ll eat more if we are depressed. Come to think of it, they may be right.
Here’s the commercial if you missed it.
Nudd, T. (2013, September 12, 2013) Ad of the Day: Chipotle Makes Magic Yet Again With Fiona Apple and a Dark Animated Film. adweek.com. Retrieved September 12, 2013, from http://www.adweek.com/news/advertising-branding/ad-day-chipotle-makes-magic-again-fiona-apple-and-dark-animated-film-152380