A mesmerizing short film takes on factory farming

Oh, and it's also an ad for Chipotle VIDEO

Topics: Video, factory farming, Animation, Fast food, ,

The sad, spooky, dystopian world of mass-produced meat gets the full Tim Burton treatment in an animated short set to Fiona Apple’s cover of “Pure Imagination.”  It also serves as a cleverly disguised advertisement for Chipotle.

The first clue comes when the film’s protagonist, a disenchanted scarecrow fresh off a trip to the factory farm, picks a familiar-looking chili pepper from a vine. When the scarecrow opens his own, local food stand, the tacos he serves may also trigger a spark of recognition. But it isn’t until the three and a half minute video ends that the fast-food chain’s name appears.

You Might Also Like

Chipotle never airs television ads, and the video is actually a promotion for its free iOS game. The chain’s strategy, writes Slate’s Matthew Yglesias, is to position itself “as a highbrow and upscale alternative to other quick service restaurants.” Yglesias argues that the message gets through. So, too, does the commentary on factory farming as a fantasy-gone-wrong. “The Scarecrow” might not make you crave Chipotle, but it definitely makes a strong case for eating local:

h/t Slate

Lindsay Abrams

Lindsay Abrams is a staff writer at Salon, reporting on all things sustainable. Follow her on Twitter @readingirl, email labrams@salon.com.

More Related Stories

Featured Slide Shows

  • Share on Twitter
  • Share on Facebook
  • 1 of 11
  • Close
  • Fullscreen
  • Thumbnails
    jkrebs04, DesignCrowd.com

    Cities without landmarks

    Slide 1

    Niagara Falls, U.S./Canada

    akvarog, DesignCrowd.com

    Cities without landmarks

    Slide 2

    Sydney Opera House, Sydney, Australia

    iMAGICations, DesignCrowd.com

    Cities without landmarks

    Slide 3

    Mount Rushmore, South Dakota, U.S.

    jhgraphicsusa, DesignCrowd.com

    Cities without landmarks

    Slide 4

    Eiffel Tower, Paris, France

    Robert R., DesignCrowd.com

    Cities without landmarks

    Slide 5

    Colosseum, Rome, Italy

    Anythingoes, DesignCrowd.com

    Cities without landmarks

    Slide 6

    Taj Mahal, Agra, India

    Sergio Coelho, DesignCrowd.com

    Cities without landmarks

    Slide 7

    Siena Cathedral, Siena, Italy

    Anythingoes, DesignCrowd.com

    Cities without landmarks

    Slide 8

    Christ the Redeemer, Rio de Janeiro, Brazil

    iMAGICations,DesignCrowd.com

    Cities without landmarks

    Slide 9

    Arc de Triomphe, Paris, France

    iMAGICations, DesignCrowd.com

    Cities without landmarks

    Slide 10

    Lost City of Petra, Jordan

  • Recent Slide Shows

Comments

Loading Comments...