Popular Mexican food chain Chipotle has made waves with its new animated short, in which a modest scarecrow flees the hustle and bustle of an over-industrialized dystopia in search of a slower, greener, earthier existence.
“Dreaming of something better,” Chipotle explains, “a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.”
The whole thing is quite well done, with stunning visuals and effective storyboarding, all propelled by a soundtrack of Fiona Apple, meandering about at her spooky-crooning best. Check, check, check.
Unfortunately, the caricatured villain is most typically a caricature, and just so happens to be feeding hungry mouths across the globe, not to mention employing swaths of scarecrows in the process. One man’s dystopia is another man’s employer, who’s yet another man’s cheap-yet-juicy cheeseburger supplier (that’d be me). (more…)