This Scarecrow is a Role Model

I realize this is will ultimately be part of a corporate advertising pitch, but this 3 minute video created by Chipolte is very well done. It’s gathered over 5 million view on youtube in the last six days.  I’m hoping lots of folks who see it will choose to take the path of the scarecrow.

For another surprisingly good use of a corporate advertising budget, check out this very powerful 3 minute film from a Thai cell phone provider. It’s garnered over 7 million well-deserved views in a week.

7 comments on “This Scarecrow is a Role Model

  1. Jeff says:

    What you focus on determines what you miss.

    Ad #1: Focus on “natural” food and miss the fact that you are still supporting corporate America. Start with the Wikipedia article on Chipotle and go from there. Note that Niman Ranch is no longer owned by Bill Niman and that he refuses to eat the company’s products.

    Ad #2: TrueMove, one of only two cell phone companies in Thailand, pulls heart strings by tapping into the gift economy movement as a way to garner more customers. How capitalistic of them.

    Indeed, what you focus on determines what you miss.


    • Bill says:

      Of course I didn’t miss the fact that these films are corporately sponsored, that being specifically noted in my post. But had I focused on that, I might have missed seeing the films, which I found well-done and worthwhile.

      To be more clear, I don’t endorse either of the companies who paid for these films. I have never bought anything from Chipolte and never intend to. When I posted this on our facebook page I wrote, “We don’t recommend eating fast food (in fact we strongly discourage it), but we do recommend watching this short film Chipolte has created.” My hope, as I said there and here is that it might inspire folks to follow the path of the scarecrow. Nor do expect to ever have a cell phone from True Move.

      I do however, endorse the messages of these videos. They are messages worth focusing on, in my humble opinion.


  2. Adam Wood says:

    Chipotle has been creating similar ads for a couple of years. Their most famous one (at least before this one) was included a cover of Coldplay’s “The Scientist” by Willie Nelson.

    One which I prefer however was this video, a cover of “Mama don’t let your babies grow up to be cowboys” by Karen O. Regardless of one’s views about Chipotle’s corporate policies (I’m from Canada and only know of one Chipotle, which is about 16 hours away, so I can’t imagine I’ll be eating there anytime soon), I do enjoy the message being shared and also the beauty of how it’s shared.

    Here’s the video:

    P.S. I’ve been following your blog for a while now and really appreciate your voice. Thank you.


    • Bill says:

      Thanks Adam. Good to hear from you.

      That’s a powerful video. Thanks for sharing it.

      I discovered the Scarecrow video on a food blog, where a spirited discussion was ongoing about Chipolte. Some commenters were arguing that it is a positive alternative to fast food and others that their burritos are calorie bombs. But whatever the verdict on that, folks seemed to agree that the video was a powerful attack on industrial food. It resonated with me.

      Jeff makes a good point in his comment–we ought not lose sight of the fact that some focus group work must have convinced someone that these films will somehow help sell burritos and cell phones. Nevertheless, even a blind pig can find a nut sometimes.


  3. shoreacres says:

    Both of these are wonderful. The second brought tears, although, to be quite frank, there was a telephone company series of ads a few years ago that always choked me up. 😉

    I’m still trying to absorb everything in this article titled The Science of Snobbery, but it’s clearly relevant here. (How do I know? There’s the irony – I’m using the same intuitive judgment examined in the article.) Tuck in it your pile for a rainy day.

    One thing’s for sure. Persuasion’s as much emotional as logical, and story-telling is a great way to pull people in. Besides, what’s wrong with selling burritos and cell phones, especially if an additional message accompanies the sale?

    Talk to any music director of a major symphony. If you’re going to introduce a new piece of modern music by an unknown composer, you don’t put it up as the headliner. Plenty of people will decide to forego the concert because they’re not familiar with the offering. Tuck it in the middle, give people some of what they’re comfortable with, and then introduce the “weird” music. It may not take the first time, but at least the introduction’s been made.


    • Bill says:

      I really liked them both as well, and I’m not easy to please. They were both well-produced but I’m sure the reason I liked them so much is because I agree (passionately) with their messages. I am biased to enjoy them.

      It seems to me that the Thai video tells a story in 3 minutes as well or better than many 90 minute movies attempting the same thing.

      The article is very interesting. I’ve read about such wine blind tastings and when I was in college I personally participated in them for beer. There is an hilarious Penn and Teller video doing something similar with bottled water. We are definitely inclined to think that the more expensive something is, the better it is, even if that is demonstrably not true.


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