"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 producers created an environment that was very innocent and unexposed to the real world, while using multiple elements such as shapes that reflect tone, symbols of hypocrisy 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 the factory where he works.  He jumps on a conveyor belt along with many other scarecrow workers.  The scarecrow looks around at what is passing him on parallel conveyor belts and sees boxes labeled "100% BEEF-ISH", when the factory is advertised to be all natural.  The factory is being used as a symbol of all other fast food restaurants.  The creators of the Chipotle commercial strategically place the stamp, "100% BEEFISH" on the packaged food, as a symbol to indicate that the other fast food restaurants are using false advertising.  After getting off the conveyor belt and entering the sheltered and unexposed 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 adding contrast, 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 animations to portray the hypocrisy in the commercial.  All of the food for the city comes directly off of conveyor belts 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 an 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 key features that set the tone in this commercial.  The scarecrow's entire body is made out of lines that express the emotions of the scarecrow.  Because there is no dialogue in the commercial, the posture and structure of the scarecrow is what 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 job.  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", from the popular movie Willy Wonka and the Chocolate Factory, is played in the background throughout the entire commercial.  This song is key because it sets the mood of the of the commercial.  This city is supposed to be portrayed as a fun city like the Chocolate Factory, but instead, due to all the hypocrisy and lack of exposure to the real world, it seems to be oppressive.  The chorus of the song repeats "Come with me, and you'll be, in a world of, pure imagination, take a look, and you'll see, into your imagination" which can be perceived as trying to break the citizens out of this innocent oppression.  One reason 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 that there was no imagination whatsoever.  Another reason why the creators strategically placed this song in the commercial is because all throughout the commercial the viewers are following the scarecrow through his daily routine and when he finally reaches his destination, his house on a farm outside of the city, he discovers the world of "pure imagination".  This is where Chipotle was 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, the blatant 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. 

