CAA Marketing Discusses Chipotle's New Fiona Apple Animation

Creative execs talk strategy

Last week, Chipotle launched "The Scarecrow," a short animation about a dystopian future ruled by overly processed food. The film's soundtrack features Fiona Apple singing "Pure Imagination" from Willy Wonka and the Chocolate Factory. It's already approaching 6 million views on YouTube, and per viral video tracker Unruly Media, more than 300,000 shares on Facebook and Twitter. That makes it creative agency CAA Marketing's second branded entertainment hit for the burrito marketer, following 2011's similarly formatted "Back to the Start" video, which featured Willie Nelson singing Coldplay's "The Scientist." Adweek caught up with CAA Marketing co-chief creative officer Jesse Coulter and creative director Todd Hunter to chat about the thinking behind "The Scarecrow," the process of developing the new video over the past two years, and what might be coming next from the brand's "Cultivate a Better World" marketing campaign.