The Scarecrow (2013 film)

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The Scarecrow is a 2013 animated short film and an ad by the Chipotle Mexican Grill American restaurant chain. The film features Fiona Apple singing a cover version of "Pure Imagination", originally performed by Gene Wilder as Willy Wonka in the 1971 film Willy Wonka & amp; Chocolate Factory .

Video The Scarecrow (2013 film)

Description

In the dystopian world, the main character, Scarecrow, began working at Crow Foods Incorporated who "smoked-spewing". He saw the tube issue a substance labeled "100% Beef-ish", but it was marketed to the consumer as "all natural". He then witnessed a robotic crow injecting a chicken with green liquor to promote the expansion, followed by a captive cow in a small metal box while the machine constantly milking the cow by force. The scarecrow goes back to his little farm, which seems annoyed with what he witnessed during the working day. He picked up a red chili, which inspired him to harvest other vegetables and open a burrito booth in town. Above stands are banners that read "Better World Cultivation".

This computer animated film features a cover version of "Pure Imagination" (Leslie Bricusse, Anthony Newley) by Fiona Apple, a song originally performed by Gene Wilder as Willy Wonka in the film Willy Wonka & amp; the Chocolate Factory (1971), is itself an adaptation of Roald Dahl's book, Charlie and the Chocolate Factory (1964). According to the Los Angeles Times, Apple's performance "rated the scene of dark collapse" and offers "the contrast between pure imagination of the lyrics" and the animals being processed. In the film, when the Scarecrow returns home from work and picks red peppers, the song transitions from "sad" and "threatening" to a "happier" tone. Apple released the recording on iTunes, with the profitable results of the nonprofit organization, the Chipotle Cultivation Foundation.

The Scarecrow ends with a short teaser for mobile app games available for iPhone and iPad, where players can take on fake Crow Foods. Chipotle describes the film as a "companion" section of the game.

Maps The Scarecrow (2013 film)

Production

Chief Marketing Officer Mark Crumpacker stated that since his company "is on a mission to change the way the world thinks and eats fast food," they want to tell the public how the food they eat is raised. Brand Voice Lead William Espey added that they wanted to create "this experience, movies and mobile games that will help us support the mission." Crumpacker also stated that the film depicts "the intricate facade created by industrial food producers," who have done "an excellent job of creating a beautiful picture of their industry." The film reflects Chipotle's marketing strategy to avoid television advertising; the company's goal is to come as an alternative to factory farming and a more "intellectual" choice over other fast food restaurants.

The Scarecrow was animated by Moonbot Studios, a small company co-founded by William Joyce and Brandon Oldenburg who won the Academy Award for Best Animated Short Film in 2012. Moonbot liked Chipotle food and ethos and created a video centered in around scarecrows, who "usually protect food," but in this film they protect "something we call food, but it is something that is seriously overproduced on a dramatic scale... that is not far from the truth." Co-directors Oldenburg and Limbert Fabian find inspiration from Willy Wonka & amp; The Chocolate Factory, as well as from the film Fritz Lang in 1927 Metropolis .

Chipotle originally chose Frank Ocean to perform "Pure Imagination" for commercial, but he asked to be removed after the chain refused to remove his logo from the place. He was eventually replaced by Fiona Apple. In March 2014, Chipotle sued Ocean with the $ 212,500 advance they paid to appear in the ad. The lawsuit was dismissed later that month after Ocean paid a full down payment.

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Release and acceptance

This short film was released on September 11, 2013. On September 19, it has been seen 5.5 million times on YouTube.

Scarecrow has been hailed as an innovative marketing and "beautiful" artwork. AdWeek feels that effective animations and Apple sounds "connect the viewer emotionally to the story," but feel that it's "not quite magical" like Chipotle's "Back to the Start" video. The Los Angeles Times Randall Roberts calls the movie surreal, straightforward and "visually magnetic", and writes that "the song covered by Apple is very beautiful, filled with electronic developments and the rococo settings.The images inspired his version with melancholy, but, taken on his own, sparkling songs. " Slate 's Matthew Yglesias praised the animation and music movies, and called the scene where the cow is seen in the small coffin "the most touching moment you've ever seen with a quick marketing of food". He writes that, if Chipotle's goal is to create "high-quality items that really get the attention and are designed to be remembered", the company was a success. Marketing reporter Bruce Horovitz, contributing to USA Today , named it the fifth best ad of the year.

The film won Daytime Emmy Award for Outstanding New Approaches - Original Daytime Program or Series and for Outstanding Directing in Animation Program at 41st Emmy Daytime Awards. It also won the Grand Prix at Cannes Lions in June 2014.

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See also

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References

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Further reading

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External links

• Scarecrow on IMDb
• Watch videos in AdForum
• Watch videos on YouTube

Source of the article : Wikipedia