The Scarecrow (2013)

Wissenswertes

• Auszeichnungen: 1 · Nominierungen: 0. Darunter: Annie Award

The Scarecrow is a 2013 animated short film and advertisement by the American restaurant chain Chipotle Mexican Grill. The film features Fiona Apple singing a cover version of "Pure Imagination", originally performed by Gene Wilder as Willy Wonka in the 1971 film Willy Wonka & the Chocolate Factory.

Production

Chief Marketing Officer Mark Crumpacker stated that because his company "is on a mission to change the way the world thinks of and eats fast food," they wished to inform the public about how the food they eat is raised. Brand Voice Lead William Espey added that they wanted to create "this experience, this film and mobile game that would help us support that mission." Crumpacker also stated that the film depicts the "elaborate facade that's been c…

The Scarecrow was animated by Moonbot Studios, a small firm co-founded by William Joyce and Brandon Oldenburg that won the Academy Award for Best Animated Short Film in 2012. Moonbot liked Chipotle's food and ethos and created a video centered around scarecrows, which "normally protect food," but in this film, they protect "something we call food, but it's something that seriously overproduced on a dramatic scale...

Chipotle originally selected Frank Ocean to perform "Pure Imagination" for the commercial, but he asked to be removed after the chain declined to remove its logo from the spot. He was ultimately replaced by Fiona Apple. In March 2014, Chipotle sued Ocean for the $212,500 advance that they had paid him to perform in the commercial. The lawsuit was dismissed later that month after Ocean repaid the advance in full.

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