Chipotle is my family's one weakness. When times are busy, or we are running late, and there is no “real food” to be found, we find ourselves at Chipotle. I get a burrito bowl salad, the girls share a burrito bowl, and my husband often gets a burrito.
Sure, I wish that all of the food at Chipotle was cooked in non-GMO oils, and I’d love it if their corn chips and tortillas were organic, but it’s much better quality than most affordable places around town.
That said, I was really interested in this ad when I heard about it. This haunting, beautiful ad is more like a short film than anything else. The melancholy threads seen in the ad are what we all feel — those of us who think our food world can be better, which is a lot of people. Which is why the ending, with the light of hope, is so beautiful. They nailed the true emotions many of us feel. Put to a new rendition of "Pure Imagination" from the 1971 movie "Charlie and the Chocolate Factory," this ad is both visually and musically lovely.
Not only that, but the company also released a free game app that goes along with the ad, where children can help the scarecrow "rescue the City of Plenty from Crow Foods, the powerful industrial food corporation." And you know what is most brilliant about this ad campaign? They hardly even mention their brand name Chipotle.
But don’t take my word for it. Watch it below and tell me what you think!
Related on MNN.com:
- New vegan option at Chipotle
- An interview with Chipotle's founder
- Chipotle releases ingredient list at request of blogger