Do you know about The Scarecrow?
It’s a short story.
This story is haunted by a song from Willy Wonka.
…come with me,
and you’ll be,
in a world of pure imagination…
Wonka was a lovely, crazy bird, wasn’t he?
An albatross in the land of Light, Willie was.
Speaking of giants…
Chipotle made themselves delightfully small
with this animated story, The Scarecrow.
If you’ve already seen it,
then you know you want to see it again.
So watch it.
Watch out for the cow,
sometimes that part gets blurry…
Watch “The Scarecrow” (exactly 202 seconds)…
Okay, who’s chopping onions in here?
Chipotle made us cry and get angry… by drawing a cartoon cow?
How? Facts?
Zero. Figurines are the hero.
- This “ad” sparked 18,400,000 social conversations in the first month…
- Movie houses paid Chipotle to run it as an opening short in theaters, before a documentary about food.
- The Scarecrow game rocketed to #1 on App Store downloads…
Why did people love to watch a three-and-a-half-minute advertisement for a virtual farming game?
Why did you watch a three-and-a-half-minute advertisement for a virtual farming game?
I asked some of my friends – Jerry, Roy, Steve and Wiki.
“There is no such thing as an attention span. People have an infinite attention span, if you are entertaining.”
— Jerry of Seinfeld
“Entertainment is the only currency with which you can purchase the time and attention of a too busy public.”
— Roy H. Williams III
“We’re trying to bring people in through entertainment…”
— Steve Ells, Chipotle Founder
Let’s cut to the check and chase the bottom line…
When it’s a big idea you’re selling,
it better be a mad story you’re telling.
Once upon a time, three magicians rolled into town.
“We’re looking for a baby who is a King.”
Everyone laughed at these kooky Eastern guys.
“Seriously folks, the stars are telling us he’s around here.”
But everyone in town pretended they didn’t care.
The magi went a way, following their star.
After many days, said star stood still in the sky.
This star parked right over a little house.
When the wise guys saw this, they went nuts.
They went into the house.
They saw the boy with his mother.
They fell to the ground and worshipped Him.
Then, opening their treasures, they presented to Him gifts of gold, frankincense, and myrrh.
Later in the story,
the king of the town tried to kill Him.
But He lived.
Later, later in the story,
the people of the town did kill Him.
But He lived again.
Lovely, crazy, and bright.
…and so are you, right?
…if you want to view paradise,
simply look around and view it.anything you want to, do it.
want to change the world?
there’s nothing, to it…