The Scarecrow Documentary Essay

Chipotle Mexican Grill has a history of publishing animated cartoon commercials, typically targeting Millennials. In “The Scarecrow”, a scarecrow works at a factory that makes meals for the public. On the packaged meat a label reads “100% beef-ish!” (The Scarecrow). He witnesses chickens being injected with antibiotic growth stimulants, making them plump. Cows were placed in tight boxes while their milk was forcibly pumped out of them. After work, he went home to his farm, at the sight of a chipotle pepper, an idea sparked. He collected vegetables and loaded his truck and began cooking beside the meal factory. He created the burrito bowl from fresh ingredients and it began to grab people’s attention. Chipotle’s “The Scarecrow” ad has successfully

They provide fresh foods from hundreds of local farms and prepare food in the presence of the customer. Their mission statement is “Food with integrity” (Food with integrity), being honest with where their food comes from. Pigs and cows roam freely and are not stuffed with antibiotics. Chipotle has helped many family farms overcome the struggles of urbanization. Each year there is a decrease in family farms in the United States, this is due to the increase of urbanization and a decrease in a salary for farmers (The disappearing family farm). Chipotle is helping farmers beat the odds by relying on them for fresh vegetables. Chipotle’s commercial was effective in grabbing the attention of the audience through the use of pathos. The inside of the factory was dark and gloomy, and the town was desert like. The animals were animated to be sad and teary-eyed and to look right at viewer. The music was effective by having a somber tone during the ad and then coming to life once the scarecrow began to make his own fresh burrito bowls. “Pure Imagination” plays throughout the commercial giving a sense of hope once he saw the chipotle pepper and began cooking. The lyrics, cheered him on into creating the perfect healthy