Chipoltle "Scarecrow" Breakdown

on
Scarecrow
Emotional Advertising
I did not create the ad. This is a breakdown of the ad

The Scarecrow ad begins instantly with a grim outlook. You can tell the Scarecrow isn't happy with his job from the first scene of his face. You can tell from the entrance tunnel that he's just going through the motions. From the interview they said they wanted it to be a inspirational pep talk. This short film wanted to start at bottom end dread and loathing the situation and slowly work it's way up to the point where the Scarecrow knows he can change his and the city's situation. They got it on point with Fiona Apple covering Gene Wilder's "Pure Imagination" and how it goes from the dark and dreary tones to how the song was sung in Willy Wonka and how wondrous and upbeat it is.
To me, the short film works on Visceral Design and Behavioral Design with a little splash of Reflective Design. The Visceral Design coming from the crows always watching the factory workers for inactivity or breaking the process thus putting the factory workers in constant state of danger. You can also see the needs for survival being tarnished by the fake meat with the close up of the package that says "100% Beef-ish" and no real prep as it the food slides out to the customers on a conveyor belt. To further the Visceral design you can take a look at the scene with the cows being reduced to numbers and shaking in fear and being caged up in those what look to be steel boxes. The last part of the Visceral Design comes from when the Scarecrow goes back home outside the city and in the background you can see that the city is the only seemingly thriving and habitable part of the world they live in as the landscape is a barren wasteland besides the Scarecrow's little home.
The Behavioral Design comes from the factory manufactured food of 100% Beef-ish and injecting the chickens with an unknown green substance to fatten them up and then the machines slowly look at the Scarecrow. You can extend the Behavioral Design the not-so-subtle Chipoltle pepper clearly stating the freshness of farm-grown food. Crows are usually compared to bad omens and then the dark tones of the cover of "Pure Imagination" put a tone that says they are fighting to "Cultivate A Better Future". This film is overflowing with Visceral Design.
The little bits of Reflective design come from the people willfully eating the factory made food and then switching to Scarecrow's real, fresh, and farm-grown food because one person gave it a shot with a huge grin and right as the scene is zooming out for it's big finale you can see others leaving the lines for the Crow Foods and going into the Scarecrow's line and right at the end you see his sign that says "Cultivate A Better World" right in the center of the scene.


 

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