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article imageFunny Or Die parodies Chipotle's 'imagination' advertisement

By Michael Krebs     Sep 22, 2013 in Business
Following the release of Chipotle Mexican Grill's long-form animated advertisement, comedic site Funny Or Die issued a spoof of the commercial - tying Chipotle's video to a commentary on consumer manipulation.
Whatever one may think of Chipotle Mexican Grill, the company is taking risks with its long-form commercial animations. Chipotle's position has long been that there are alternatives to the products delivered by the farming operations managed by corporate farming conglomerates - and the Chipotle advertising message is one that is spiced with an undercurrent of social commentary, designed specifically to appeal to a certain consumer mindset.
But, as Digiday reported, Chipotle's marketing approach has now become the target of a spoof.
In the original three-minute Chipotle animation, a scarecrow discovers how livestock are raised while Fiona Apple sings an emotional rendition of "Pure Imagination" from Willy Wonka and the Chocolate Factory.
However, comedy site Funny Or Die chose to deliver a parody, using the original animation footage but swapping out "imagination" for "manipulation" and reminding its audience that Chipotle Mexican Grill is a large corporation and that this is an elaborate advertising experience designed specifically to elicit an emotional response.
"Chipotle has stepped up its efforts to promote a natural, sustainable food supply, separating itself even more so from its competitors," The Motley Fool's Jeremy Bowman wrote on Saturday.
But as a publicly traded corporate entity, Chipotle is walking a fine line with its customers - many of whom take the sustainable food posture seriously while also keeping a wary eye on corporate greed and manipulation.
It is unclear what damage, if any, the Funny Or Die spoof has caused, but it is likely that Chipotle's public relations team has been alerted.
More about Chipotle Mexican Grill, funny or die, Advertising, Animation, Marketing
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