The Scarecrow by Chipotle
Every brand has a story. As advertisers, we know that the story is the driving force to conveying your message. Stories define who we are. They spark the imagination of the audience and have the power to inspire. Chipotle has used the power of story, along with powerful imagery and animation, to highlight the perils of the industrialized food supply.
The analysis for The Scarecrow was slightly more difficult than your typical ad. Why was this ad so good? Why did it provoke such an emotional draw as you watch it? The Scarecrow seemed like a good guy, but no, he's not the reason. After all, it seems at Crow, Inc., the Scarecrows are part of the problem. No, the story was the key. Aside from the story, The Devil's Advocate identified three other characteristics that made this ad effective: addressing the growing organic movement, brand impression and a call to action.
Where's The Beef?
Story
In case you didn't notice in the introduction, the story is the driving force in this ad. Let's be clear - in this analysis there is the story, then there is everything else.
So what is the story? We follow the scarecrow as he goes into work at Crows, Inc. questioning its very existence. You come to find out, he is just one of the many poor souls stuck in the rat race. As he enters he gets his tools and a mechanical crow on his shoulder, who you come to find out, keeps him in line if he slips. The camera pans up and you see the giant warehouse stamping out cows and chickens by the hundreds. As we follow the scarecrow down the conveyer belt, it becomes continually clear that he is displeased with all of it. As we see the beef and chicken continue down their conveyer belt, they are packaged, stamped and promptly delivered outside to waiting customers.
Once he's pecked back into order, the scarecrow goes about his duties. The viewer is then treated to some powerful imagery (oh, don't worry, we'll address this later). He begins doing routine maintenance which exposes him to more behind-the-scenes shenanigans. A chicken pumped with growth hormone by machines. Cows packed in machines continually pumping for milk, to which he has to turn a blind eye. Again, while taking a moment to reflect, the mechanical crow on his shoulder pecks him back into order.
Fast forward and we are riding home with the scarecrow on the train (what's that? You do that too?). Cue more powerful imagery - "Farm Fresh" ads by Crow Foods, giant mechanical crows in the fields. Scarecrow arrives back to his small farm, which is surrounded by mountains of decimated farm land. As he arrives home, he finds one chipotle pepper growing and has an epiphany. Scarecrow harvests his crops, travels back to the city, breaks out the knife and cutting board and fixes some farm fresh food while in the process shooing off the crow on his shoulder, a metaphor for quitting his job. People waiting in line for Crow Foods start to smell and notice the fresh food and slowly begin to trickle over. Annnnnnnnnd scene.
I know, it only took three long paragraphs to explain. It is that good, though. So why does it work? One word - relatability. It touches on something we're all involved in. We all have the boss (the crow) who keeps us in line, the commute (the train), and the 9-to-5 rat race at a dead end job (Crow Foods). On top of that, it touches on something we all hate with the whole idea of modern food practices. Then there's the imagery.
We start with the scarecrow. What's the first thing you think of when think of a scarecrow? It immediately brings you back to the farm. As the ad progresses, you view his behavior and realize he's a likeable character as well. He wants to do the right thing. As we follow him through his journey, we see what the scarecrow sees and each time, there is an emotional draw.
I know, I know...look at those eyes! Poor cow. Poor chicken. No, scarecrow, don't shut the door! Save him! You can't help but feel for the subject as you watch these scenes play out. The emotional pull not only compliments the story, but adds to the dynamic of the entire ad. The advertisements for Crow Foods add to the growing anger the viewer experiences as the story progresses, given that we know the truth behind Crow Foods.
These ads illustrate the difference between the reality of what is happening and how that exact same reality is marketed. A perfect metaphor representation of the real world. Even when Scarecrow leaves the "City of Plenty" and returns to his farm, it is surrounded by acres and acres of old, dead farm land.
The imagery is, no doubt, powerful. It takes an already strong, imaginative story and takes it to the next level. Nope, none of this here. When the captivating story and powerful imagery are put together with the "Pure Imagination" soundtrack, the holy trinity is achieved. The viewer is pulled emotional is every direction as each part compliments the next. The story is the reason we watched this. The story is the reason this video caught fire and went viral. It just so happens to also be an ad.
Organic Movement
Of course! Rule number one - know your audience. It's no secret that the organic movement in the U.S. is growing. Chiptole very well may be the company leading the way. Corporate culture is all about cutting expenses and raising revenue. Often that includes taking shortcuts and destroying the world in the process. Chipotle has set out on a mission to change the way we raise food and to make it sustainable.
Apparently, Chipotle isn't the only one who thinks this is a good idea. Apparently, 750,000 other people think this is a good idea, and they think that way every day. And we all know what language business speaks in America. It seems their message of sustainable, organic farming is here to stay.
Brand Impression
The story of The Scarecrow speaks to Chipotle's approach to food brilliantly. If you could take their slogan and put it into a video, this would be it. They value fresh ingredients that are locally sourced from farms that treat their animals with respect. No cages, no hormones, no Crow Foods. Basically, "listen, Chicken...I'm going to eat you, but until then, live the dream."
With the exception of this subtle imagery and the end of the video, during the course of the story, Chipotle or its brand are not mentioned once. No logos, no names, no freudian techniques to get you to think, "Chipotle, how I love you." What you are left with, instead, is a thought provoking story. The viewer is left with a favorable impression of the ad, and by association, that favorable impression will translate to Chipotle's brand. And, from the looks of it, it's working.
Call To Action
Well, if rule number one was "know your audience," rule number two was always "have a call to action." Any class is rhetoric or advertising preached this. Alright so you've persuaded me - now what?
We were surprised to find out that this entire ad was for an app. It was an ad...for an ad? Let's face it. The app is not the end result. The end result is always to get you to reach into your pocket. In that respect, anything prior to that transaction acts as an ad. It can be anything from a traditional ad like a commercial to newer methods like social media engagement, viral videos and apps. Anything to build a positive brand relationship to eventually get you to turn over those hard earned dollars you earned working for Crow Foods.
This ad performs its call-to-action smoothly. In essence, it tells you the story right up to the point where you will be taking over. Meet scarecrow, dissatisfied with his job and the companies impact, he sets out to change the world. Where will you take him? Plus, let's face it - we LOVE apps.









