I know this is a little delayed, but since this blog is new, I have to incorporate my support and awe for one of the greatest promotional videos by a big-name brand. I am a huge fan of Chipotle. Not only do they pump out quality, but they’re so good at making the competition feel like a bunch of soulless corporate murderers. Oh, and they get HUGE social recognition in the process.
In September 2013, Chipotle and CAA Marketing pumped out an amazing video titled “The Scarecrow” to promote the new free app-based game. The video, if you remember, was extremely sad and gave a glimpse into the darkness of processed foods. While promoting the game, Chipotle also promoted their own values by pulling on viewers’ heart strings. As an avid animal lover who is supportive of the humane treatment of animals of “corporate” slaughterhouses, the video might’ve had more of an effect on me than a “regular” person. It tore at me emotionally and gave me a different view of Chipotle as a brand. I found this bold promotional material was a courageous move for the brand. It was also long overdue for someone to captivate an audience that has been in the dark. An audience that never sat down and watched the horrors of how the meat they put into their mouths are injected with steroid and hormones, to say the least.
This isn’t the first time Chipotle has created a video highlighting the horrors of corporate slaughter and the mistreatment of animals. In 2011, they introduced their bold and creative advertising with a hauntingly beautiful animated video. In the “Back to the Start” video, farmers aren’t really farmer’s at all. What once was, no longer is. Farmers of livestock have become industrialized monsters with no remorse. Chipotle encourages reform and proves it with this heart-felt video.
In this day and age, society as a whole has become more concerned with how animals are treated, mostly because of evolving media. Blackfish, another eye-opener, shows us the horrors of keeping animals in captivity and training them for human entertainment. The new mayor of New York, Bill de Blasio, has shared his concern for horses pulling carriages in NYC. These are issues that are rising into the spotlight, and you can bet there are more to come. CAA Marketing’s Jessie Coulter sat with Adweek and talked about how these videos aren’t the end for the Chipotle brand. They are planning on producing more videos revolving around the same theme, and will incorporate beautifully haunting versions of recognized songs by distinguished musicians. (Read the full interview here!)
Before this video, Chipotle was just another chain to me. Now I see them as a company with heart. This is a brand that I have respect for, and will continue to research their success. If you don’t think these videos are brilliant then you probably work for McDonald’s. I for one, can’t wait to see what Chipotle brings us next!