In order to sell a company or product, something must be created to draw in attention from buyers.  The best way to attract an audience and potential buyers is with an ad.  Ads on television are called commercials. These are the most affective to gain attention because most people watch television regularly.  Food commercials usually bash on their competition and make their product look better.  This commercial did this very thing in an interesting way.  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 that caught my attention like the setting, characters, and the symbols for a controlled system.  These points all refer to Chipotle's criticism towards fast food industries. 

When the 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 information and the all Seeing Eye, the audience 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 crows from a farmer's crop.  This represents the evil companies running and producing these unhealthy fast food industries.

 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.  Most adults would know this song because Willy Wonka was made a while back.  The movie was also redone 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. The civilians were forced to eat the same food every day but enjoyed it because it was advertised as all natural and they had no idea how their food was made.  The music changes tempo when the scarecrow leaves the depressing factory after seeing the terrible ways the factory makes its food for Crow Foods Inc.  Some of the ways the factory made its food was unethical like shooting steroids into chicken and trapping the cows.  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 was 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 robotic crows followed around the scarecrows was very ironic and interesting.  Scarecrows were made to keep the crows away from a farmer's crop and crows would destroy crops and eat everything.  The use of the robotic crows watching over the working scarecrows made the video more intriguing.  This idea helps the audience get the controlling system feel of the video.  The crows wanted a perfect society where the citizens eat all of their factory produced food.  The food is advertised as being one hundred percent all natural even though this is a lie. The robotic crows were created to keep watch over the scarecrow workers and make sure they do their job.  The crows also make sure the scarecrows do not spill their secrets about what goes on behind walls of the factory because they know the people would not be happy about the lies that the company advertises.  This can relate to Chipotle and how they think fast food companies keep watch over the workers and make sure they do not spill secrets of their own.  

 As the video follows a scarecrow worker, the audience discovers 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 trapped in a metal machine as he fixes one of the towers.  They make eye contact and the cow is crying, it is obvious the cow wants to be freed from this terrible manufacturing place.  The audience can relate to this because most products now are factory produced.  There is rarely one hundred percent natural food products these days.  There is a problem with this and the scarecrow obviously sees it.  Americans need more natural foods in their 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 a diet.  

The ending is also surprising because it opens up to an iPad and then an iPhone with a game and restaurants usually do not have games.  The game shows 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." This idea is based off the movie "Inception" and could have been implemented to entertain the audience.  It is advertising for Chipotle and also the game on the Apple Store.   This could make audiences more interested in the ad and want to download the game.  Chipotle then makes money off the game.

All in all, this ad was very well put together.  The audience is drawn into the video from start to finish due to the variety of colors.  The music also had a great impact since it reminds the audience of their childhood watching Willy Wonka.  The commercial was very emotional because of the mistreated animals.  People are glad it turned out to be a happy ending.  According to the scarecrow's 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.

