ReelSEO Viral Video Of The Week: Chipotle's The Scarecrow

ReelSEO Viral Video Of The Week: Chipotles The Scarecrow

The paradox of a fast food company producing creative content that berates the idea of Big Agriculture hasn't stopped the latest video ad from Chipotle from going super viral. Since its upload to YouTube on the 11th September it has already amassed (at time of writing) 5,782,410 views and attracted the type of engagement and buzz that many established brands can only dream of. The story of 'The Scarecrow' is a breathtakingly beautiful animation that follows our subject as he navigates the horror that is factory farming in the 21st Century. I say navigates but this no PETA inspired gorefest, the images are gentle and heartbreaking but they only hint at the real story. There's nothing here to scare the horses:

Created by CAA Marketing and the Oscar-winning animation team at Moonbot Studios, the video takes the  viewer behind the scenes of Crow Foods Inc where cows and chickens are confined, brutalised and processed. All the while singer Fiona Apple serenades us with a haunting rendition of the Tony Newley/Willy Wonka classic "Pure Imagination". Our Scarecrow becomes so disillusioned he hotfoots it back to the country where he creates his own version of simple, homely fare using Chipotle products.

Chipotle are gaining a reputation for trying to raise food processing standards acrossing the industry. Once heavily invested in by McDonalds (oh, the irony) they announced earlier this year that they wanted to become the first chain of U.S. restaurants to ban GMO ingredients from its menu. The new video campaign, released along with its own app and website is set to become of the most memorable of 2013.

Funny or Die, always quick of the mark with a parody, have released their own version of the ad. Their new version suggests that Chipotle are as manipulative with our emotions and concerns as the PR giants of Big Agriculture are......

About the Author -
Carla Marshall is the Managing Editor of ReelSEO. She joined the site in 2012 as staff writer and Director of SEO and specialises in video optimisation and organic marketing. She has a background in search and social media. View All Posts By -

What do you think? ▼
  • Dave Holland

    Now that's what I'm talkin about!

  • JF

    Yeah, they really scored w a false and misleading video that trashes American farmers. With
    Chipotle ($13 billion market cap enterprise) experiencing continued
    problems sourcing enough ingredients, what made the company think
    another marketing campaign that inaccurately depicts American farmers
    was a good idea?