This commercial was very unique. As it begins one would not think that is was about Chipotle. The commercial is very emotional in a way. Many might agree that this commercial touches your heart. 

As the commercial begins, immediately one thinks about the setting. It is located in a big city,  that is filled with tall skyscrapers and little shops. The color of the buildings seems very bland. They are all a sort of pink and blue, which gives one the feeling that you are in a town that is plain. Not many people are seen in the city at first glance. On a few of the buildings is the name of a company. 

The name of the company is "Crow Foods Incorporated." This seems to be the main company in this town. The scarecrow seems to work for said Company, as do all the scarecrows in the city, which is ironic, because the purpose for a scarecrow is to in fact scare crows away. It is amusing that the company has the name "Crow" in it and all of its workers are scarecrows. The company itself is massive. It seems that it is the main distributer of food for the whole city. The company has many branches such as: chicken, pork and beef, also the company sells all the food that it produces in house. All the customers have to do is walk right up to the building, pick a line for which type of food they want and a conveyor belt brings it to them.

The scarecrow seems to be a maintenance man for the company. He has on the normal attire that one would think a scarecrow would be dressed in. Bright overalls, straw hat and blue shirt. He works by cleaning up or fixing broken pieces of the building. Ironically, it seems that whenever the scarecrow works on the building, the crows are unafraid to be around him. This is ironic because it breaks the reason for the scarecrows existence. 

The scarecrow is a very unhappy person it seems. He works for the company, but does not love what he does. The reason for this is because he is unpleased with what he sees out of the company he works for. To be specific, when he sees what the company does to the chicken and the cow, one can tell that this makes him upset. The look that the cow gives the man also sends a message. The cow looked very sad and uncomfortable, which can make one think of the way that large companies in America treat the animals in the beef and chicken farms. The view of many Americans who consume food from these companies is that they treat these animals well and they do not mess with their natural growth, when in many cases it is the direct opposite. The companies treat the animals very poorly and use many growth stimulants. The image of the chicken, can make one think of how they use the growth stimulants to speed up the process in which the animals grow.

This in a way could make one think that Chipotle was taking a jab at its other fast food competitors. For many of its competitors it is a well-known conspiracy that they use chicken and or other products that have been modified in some way. Even though the fast food competitors would never admit to this, Chipotle, it seems is trying to point this out without saying it out loud. 

Once the scarecrow leaves the town, you can see that the area around the city is a wasteland. This is a symbol, in that Chipotle is sending a message that they are the only place that serves the kind of food they do in a "wasteland" of restaurants. This makes him upset. When he gets to his home, he is happy. The way that they show his home is as a friendly looking place. They use bright colors and very common things that one would associate with a scarecrow. For example they have him living in a barn, where he grows many vegetable. Including corn, peppers and tomatoes. These are some of the many ingredients that Chipotle serves at its stores.

As the scarecrow picks in his garden he becomes happy and a bit motivated. So he takes his truck, fills it up with the vegetables, which he grew and drives into the city.  Once there, he takes out all the ingredients and begins to cook. He places it on the counter; people smell it and begin to gather around his stand.  In many ways this would make one think that they are using the scarecrow to represent themselves.

They do not like the way that other fast food chains treat the animals they use to make their food, so they use all natural animal products. They have the scarecrow grow his own garden to represent that; Chipotle only uses the freshest of ingredients in their products. Also they show all the people that are confronting the stand seem to be intrigued and happy. They show this to represent that Chipotle is different and isn't the traditional fast food "Burger and fries" restaurant, also that you will be happy and full when you leave their restaurant. 

At the end of the commercial a certain type of music comes on that is only in one movie,  "Willy Wonka and The Chocolate Factory," which makes one think that in a way Chipotle is trying to be like the main character, Willy Wonka. They try to be like him in that they are selling a product that is unique and is different in its own way. They also do things that are not traditional to all fast foods. They care tremendously about what they do.

The last thing that is seen in the commercial is a sign that says, "Cultivate a new world." This makes one think that this might be Chipotle's point in making this commercial, which is to get the message across that they do things differently.  They use more healthy ingredients that taste good and are good for you.

