Chipotle is going above and beyond in their new three minute commercial that resembles an animated film trailer more than a commercial for a chain restaurant.
In promotion of its free iOS game, “The Scarecrow,” Chipotle’s new advertisement recruits award winning visual effects experts from MOONBOT studios and a musical score by Fiona Apple covering “Pure Imagination” from the 1971 film “Willy Wonka and the Chocolate Factory.”
The game and video are just the latest efforts from the Mexican grill to catch the generation of the Millennials, the target audience and get them to join “the quest for wholesome, sustainable food.”
It’s interesting to note that the advertisement and game have almost no Chipotle branding.
“We’re trying to educate people about where their food comes from,” Mark Crumpacker, chief Marketing officer for Chipotle said. However, he said the generation of Millennials is “skeptical of brands that perpetuate themselves, according to USA Today.
In fact, if you blink, you might just miss the Chipotle name and logo at the end of video. The name is also featured in small print at the introduction of the game.
Chipotle is set to post online the dark comedy, “Farmed and Dangerous,” sometime in 2014. This is all in an effort to connect with the Millennials’ values of eating better, eating locally, and branding lightly, according to USA Today.
“The Scarecrow” is described as follows:
“In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protection food, and are now servants to the crows and their evil plans to dominate the food system. Breaming of something better, a long scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.”
Source: USA Today