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
