Viral ad for the app takes viewers on an emotional journey

Chipotle, Sac City Gamer, ScarecrowA new ad for an iOS game by the restaurant chain Chipotle Mexican Grill aims to grab the attention of fast-food giants while clinching the emotional strings of your heart.

In the animated ad created by Moonbot Studios, a cute little scarecrow goes about his busy work day in the big city as he reveals the poor practices that go on in the huge fast-food company’s warehouse, in which he works.

As he progresses through his day he decides to start his own food company, but not one that’s like the others.

No, his restaurant will be based on integrity. That is to say, a food establishment that uses real, fresh ingredients instead of chemicals and processed junk.  All of this is set to a haunting, perfect choice of a song — a version of “Pure Imagination” from Willy Wonka and the Chocolate Factory, which is performed by Fiona Apple.

The symbolism here is clear, though it is conveyed strictly in visual nature. Chipotle wants to get across that they offer a healthy alternative to the corporate giants that rule the food industry.

As a Yahoo article correctly pointed out, USA Today hit the nail on the head when they mentioned that the ad works perfectly as there isn’t an overwhelming sense of commercialism in it.  “Chipotle’s name shows up — in small print — only in the game’s introduction, and its logo is displayed only after the video is over,” said a USA Today article.

The game itself is available for free to iOS users at or via the app store on your favorite device and features the scarecrow from the ad working his way through his employer’s factory as he does the world justice by saving animals and hitting the corporation where it hurts.

Check it out and let us know what you think of the ad (below) and the game. And as always keep it locked to Sac City Gamer for all your gaming needs.

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