You Want to Watch Chipotle's Amazing "Scarecrow" Video

Moneybox
A blog about business and economics.
Sept. 12 2013 4:44 PM

You Want to Watch Chipotle's Amazing "Scarecrow" Video

176717455
Chefs Nate Appleman and Joel Holland demo their dish at Chipotle'’s Cultivate Denver at City Park on Aug. 17, 2013.

Photo by Jason Bahr/Getty Images for Chipotle

I've been known to laud Chipotle for its innovations in the realm of food prep, but this new video featuring Fiona Apple covering "Pure Imagination" is a reminder that they're also innovators in marketing.

But first watch it. It's just great, both on a musical and an animation level. At around 1:37 you'll see what's certainly the most poignant moment you've ever witnessed in fast food marketing:

Advertisement

The video itself is a promotion not for Chipotle per se but for an iOS game that's available for free on the app store. This is all part of a larger marketing strategy that depends in part on the idea of essentially never doing television ads. Both the theme of this video—Chipotle's message that it represents a superior alternative to conventional factory farming—and the lack of television advertising are designed to position the chain as a highbrow and upscale alternative to other quick service restaurants.

Then when a video does come out, it's high-quality high-impact stuff that really gets attention and is designed to be memorable. And if you ask me, it's working.

Matthew Yglesias is the executive editor of Vox and author of The Rent Is Too Damn High.

TODAY IN SLATE

Justice Ginsburg’s Crucial Dissent in the Texas Voter ID Case

The Jarring Experience of Watching White Americans Speak Frankly About Race

Here’s Just How Far a Southern Woman May Have to Drive to Get an Abortion

The Most Ingenious Teaching Device Ever Invented

Marvel’s Civil War Is a Far-Right Paranoid Fantasy

It’s also a mess. Can the movies do better?

Behold

Sprawl, Decadence, and Environmental Ruin in Nevada

Space: The Next Generation

An All-Female Mission to Mars

As a NASA guinea pig, I verified that women would be cheaper to launch than men.

Watching Netflix in Bed. Hanging Bananas. Is There Anything These Hooks Can’t Solve?

The 2014 Kansas City Royals Show the Value of Building a Mediocre Baseball Team

  News & Politics
The World
Oct. 20 2014 1:50 PM Why We Shouldn’t be Too Sure About the Supposed Deal to Return the Abducted Nigerian Schoolgirls
  Business
Moneybox
Oct. 20 2014 12:37 PM The Fed Will Probably Stop Injecting Huge Sums of Money Into the Economy This Month
  Life
Atlas Obscura
Oct. 20 2014 1:43 PM Chouara: A Striking 11th-Century Tannery in Morocco
  Double X
The XX Factor
Oct. 20 2014 1:10 PM Women Are Still Losing Jobs for Getting Pregnant
  Slate Plus
Tv Club
Oct. 20 2014 7:15 AM The Slate Doctor Who Podcast: Episode 9 A spoiler-filled discussion of "Flatline."
  Arts
Brow Beat
Oct. 20 2014 1:26 PM This $248 Denim Jumpsuit Is the Latest Example of a Horrible Fashion Tradition
  Technology
Future Tense
Oct. 20 2014 1:51 PM Will Amazon Lead Us to the Golden Age of Books? A Future Tense Event.
  Health & Science
Medical Examiner
Oct. 20 2014 11:46 AM Is Anybody Watching My Do-Gooding? The difference between being a hero and being an altruist.
  Sports
Sports Nut
Oct. 20 2014 10:23 AM Where I Was Wrong About the Royals I underestimated the value of building a team that’s just barely better than mediocre.