Thursday, September 19, 2013

Chipotle’s Brilliant and Subtle Advertisement – 5 Million Views On YouTube Alone

Chipotle Mexican Grill is a chain of restaurants in the United States, United Kingdom, Canada, France and Germany. It mainly offers burritos and tacos. Chipotle means "smoked chili", mainly used in Mexican and Tex-Mex cuisines..
Chipotle recently produced a video that looks like it came from the Pixar studios. The ad has already been viewed 5 million times on YouTube,
The animation shows a scarecrow slaving away in a factory where fake meat is branded as “all natural”. The poor soul is plagued by mechanical crows representing evil or greed. After seeing all the horrors of the production process, he decides to grow his own food. He starts to sell his home frown food, addressing a market need.
Only at the end of the quite long video clip is the fast food chain credited (as well as the annoying song – I clicked "mute” to get rid of the ear piercing soundtrack).
According to the CMO of Chipotle Mexican Grill “We are on a mission. We want to change the way that people perceive fast food. Food producers paint a rosy picture of the industry. That’s only a front, as we want to show.” Chipotle’s previous video was viewed around 8 million times.
Chipotle claims not to use any meat products with hormones and antibiotics. The company also emphasizes that it purchases all its ingredients nearby, thus reducing its carbon footprint. However, a fast food chain is still a fast food chain. According to Erica Griedler, "Chipotle gets its avocados from Chili or Mexico if not locally available." She points out that a company can only be as green as its business model permits.
Still, the video clip is really cool:, as you can see below:


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