Saturday, September 14, 2013

Chipotle ad "The Scarecrow" is the best animated short film since Disney's Paperman

Posted By on Sat, Sep 14, 2013 at 3:13 PM

Came across this on Gawker and had to share:

Per the Gawker post:

And with Oscar-ready animation from the acclaimed visual effects wizards at MOONBOT Studios set over a score of Fiona Apple covering "Pure Imagination" from the 1971 cult children's film Willy Wonka and the Chocolate Factory, is it any wonder that Chipotle's "stealth" promo for a free iOS game is already on a fast-track to become one of this year's most successful marketing campaigns — all without barely mentioning the word "Chipotle."

It's magic, pure and simple. …

The ad is amazing for a number of reasons. First, it's a YouTube video that I doubt you'll ever see used on TV. (I'm sure it will make it to the tube as a viral video highlighted by TV shows that make a living replaying clips you could just as easily find yourself, but not as an ad paid for by Chipotle.) Second, Chipotle is famously averse to advertising, which helps explain why the restaurant chain's name appears only once and at the very end. And third — and most shocking — is that the ad isn't even for the restaurant, but is instead pitching an iPad and iPhone app. Welcome to the brave new world.

From MOONBOT Studio's description:

Created in collaboration with Chipotle Mexican Grill, “The Scarecrow” is an arcade-style adventure game for iPhone, iPad and iPod touch and a companion animated short film. Both pieces depict a scarecrow’s journey to bring wholesome food back to the people by providing an alternative to the processed food that dominates his world. The film’s soundtrack is a re-interpretation of “Pure Imagination,” performed by Fiona Apple.

Again, it's magic, pure and simple.

By comparison, here's Disney's "Paperman," which is also delightful:

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