This video was very interesting.  If the title was not provided, I would not have known it was a commercial for Chipotle until the end.  It was very well designed and produced.   The use of color had a huge effect on the video.  Sound also played a big factor on the emotions of this film.  The corrupt factory making food for a perfect society was a great idea.  There are many other aspects to this video I will talk about in this paper.

When this video starts, it introduces a beautiful and bright colored landscape of farmland and hills.   The landscape fades into a dusty poster and shows a scarecrow walking into what looks like a factory for food.  The factory is called Crow Foods Inc.  The logo is a crow head with a red glowing eye. This looks very interesting considering it resembles the All Seeing Eye.  There is also a robotic crow sitting on a fence watching the scarecrow.  It seems like it is making sure the scarecrow is going into the factory.  With this info and the all Seeing Eye, you can predict that the scarecrows are workers and the robotic crows are the overseers of them and make sure they are doing everything they need to do for their job.  This is very ironic considering the purpose of scarecrows is to scare away vows from a farmer's crop. 

 As the scarecrow walks into the factory, he gathers his equipment along with his personal crow that watches him.  A song from Willy Wonka starts playing in the background, the song is called "Pure Imagination."  This is also very ironic because inside of the factory it is very   grey and depressing.  All machines are processing the food. The song was chosen to appeal to the audience.  Mostly adults would know this song because Willy Wanka was made a while back.  They also redid the movie so some younger audience may remember it from the newer movie.  This was a great song choice for this ad for many reasons.  The way it was sung in the beginning was a saddening tone. It was as if there is no hope in change from the factory food because no one can use their imagination. Everyone was forced to eat the same stuff every day but enjoyed it because it was advertised as all natural.  The music changes tempo when the scarecrow leaves the depressing area and after seeing the terrible ways the factory makes its food for Crow Foods Inc.  When the scarecrow goes back to his house he notices his crop has grown and he continued to grow more crops as he got an idea. He used his imagination to create his own food which was actually all natural.  It's almost as if the music inspired him to be creative and break free from the controlled system that Crow Foods had going on.  His imagination helps him create a new product of him which eventually becomes Chipotle. 

The way the birds followed around the scarecrows was very ironic and interesting.  Scarecrows were made to keep the crows away from a farmer's crop.  Crows would destroy crops and eat everything.  The use of the robotic crows watching over the working scarecrows made the video more intriguing.  It gave a dictator feel to the video.  The crows wanted a perfect society where the citizens eat all of their factory produced food.  The food is advertised as 100% all natural even though this is a lie.  As we follow a scarecrow worker, we discover the disturbing things he witnesses on the inside of this twisted industry.  The way they get their milk and the way they make their food is nowhere near natural, it is also hurting the animals like the cows the scarecrow sees.  They make eye contact and the cow is crying so the cow obviously wants to be free from this terrible manufacturing place.    Us as an audience can relate to this because most products now are factory produced.  There is rarely 100% natural these days.  There is a problem with this and the scarecrow obviously sees the problem.  We need more natural food in our diet.  Also, the same thing over and over again is not fun.  Creative and new food is fun and a great way to spark up your diet.  

The ending also surprised me with what they had in store.  It opens up to an Ipad and then an Iphone with a game.  The game shows you controlling the scarecrow running around and transporting supplies.  This is an awesome idea for many reasons.  This appeals to the younger audience because a lot of kids are obsessed with videogames and after watching a great commercial, they would buy the game for their Ipads or Iphones.  This makes this commercial an ad within an ad which is also awesome. (adception}. It is advertising for Chipotle and also the game on the Apple Store.   This made me more interested in the ad. I actually downloaded it after.

All in all, this ad was very well put together.  I was drawn into the video from start to finish due to the variety of colors.  The music also had a great impact on me since it reminded me of my childhood.  At times, I got emotional because of the events in the video so I am glad it turned out to be a happy ending.  According to the scarecrows banner at the top of his food stand, all he wanted to do was to cultivate a better world with his imagination and food creations.

