"The Scarecrow" is a commercial created by Chipotle Mexican Grill to show that their food is different from all other advertised fast food restaurants. The creators set up a communistic environment and use multiple terms and elements such as shapes, symbols and realism/abstraction to illustrate that Chipotle's food is better, different and more fresh than any other product of its kind.  

The first scene in the commercial is the Scarecrow entering a factory.  He jumps on a conveyor belt along with many other scarecrows.  The scarecrow looks around at what is passing him in the factory and sees boxes labeled "100% BEEF-ISH", when the factory is advertised to be all natural.  Chipotle is using this as a symbol to basically say that the other fast food restaurants are using false advertising.  After getting off the conveyor belt and entering the somewhat communistic town, the scarecrow sees a garage door with detailed paintings of little chickens and in big letters the door reads "ALL NATURAL".  He peeks through a slit in the door only to see that workers are injecting hormones into the chickens to make them larger and tastier. The creators of this commercial used all of these hypocrisies as symbols of all the other fast food restaurants who advertise that they are "all natural" but they actually are not.  By using these hypocrisies, the creators of this commercial are separating Chipotle from their competition, making chipotle look like the healthier and more reliable choice, when choosing where to eat. 

The advertisers used very detailed shapes, lines and eye-lines to portray the mood and tone of the commercial.  In the commercial, all of the food comes off of conveyor belts into the city for the citizens to pick up, very uniformly.  The food is shaped like the animals that they are made from.  The scarecrow watches a little boy pick up his meal from the conveyor belt and eat a dark colored, chicken-shaped piece of chicken.  This is one of the first symbols used to show the viewers that this, in fact, is not real chicken.  Coloring the little boy's chicken black is the first indication of false advertising because usually when shapes are dark colors, there is an automatic negative connotation associated with it.  The shape of the chicken is also an indication that the food being made is not all natural.  Usually, in real life, the frozen chicken nuggets bought from the grocery store come in shapes.  The creators of this commercial were making comparisons between this supposedly "all natural" chicken-shaped chicken nuggets and the frozen, store bought, shaped chicken nuggets, which are not made of real chicken.  The shape and color are used to compliment each other because these two elements are used for details.  Through interpretation and prior outside knowledge from the real world, the viewers can draw the conclusion that the chicken the little boy is eating is not real, all natural, healthy chicken.

The scarecrow has many lines and eye- lines that are key features in this commercial.  The scarecrow's entire body is basically made out of lines that gives the commercial it's tone.  The scarecrow's body language and facial expressions are very important because it shows how the viewer is supposed to feel at all times.  The creators gave the scarecrow a slumped posture, through lines, to show the viewers that he is not happy with his life.  The unhappiness, shown in the body language and facial expressions of the scarecrow, comes from working in a factory that does not uphold what they advertise.  Also, this unhappiness may come from having to uphold this whole facade that the factory is all natural and healthy, but behind closed doors they are the exact opposite.  

The song "Pure Imagination" is being played in the background throughout the entire commercial.  This is a key part of the commercial because it sets the mood of the of the commercial.  The chorus of the song says "Come with me, and you'll be, in a world of, pure imagination, take a look, and you'll see, into your imagination".  This song can be interpreted in two ways.  One way the creators would have strategically used this song is through mockery or sarcasm.  The sarcastic side of this song is that the city in which the scarecrow lived was so factory-like and uniform, therefore with no imagination whatsoever. The citizens had to use their own imagination because the city was so uniform and almost communistic.  The second way this song could be interpreted is that throughout the commercial, the viewer is following the scarecrow during work and when he finally returns home to his farm outside of the city, it is this world of "pure imagination", where anything is possible.  This place is where Chipotle is created.  

The creators use many different types of elements of to prove their point to the viewers.  Throughout the whole commercial, the viewers are constantly reminded in strategic ways that the whole city is putting on a huge facade.  Whether it was the subtle coloring and shape of a non natural chicken nugget, or the injection of hormones into the chickens, the creators make it known that all other fast food restaurants do not compare to the freshness of Chipotle Mexican Grill. 

