The Scarecrow (2013 film)

Last updated
The Scarecrow
The Scarecrow (2013 film).jpg
Directed by
Produced by
Edited byCalvin O'Neal, Jr.
Music by Fiona Apple ("Pure Imagination")
Production
company
Moonbot Studios
Release date
  • September 11, 2013 (2013-09-11)
Running time
3:23 [1]
CountryUnited States
LanguageEnglish

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 . [2]

Contents

Description

Fiona Apple (pictured in 2012) performs "Pure Imagination". Fiona Apple 2012.png
Fiona Apple (pictured in 2012) performs "Pure Imagination".

In a dystopian world named the City of Plenty, [3] the main character, Scarecrow, starts work at the "smoke-spewing" Crow Foods Factory. He sees a tube extracting a substance labeled "100% Beef-ish", but being marketed to consumers as "all natural". He then witnesses a robotic crow named Crowbot, injecting a chicken with green fluid to promote expansion, followed by cows being held captive in small metal boxes while machines continuously milk the cows forcefully at Downtown Plenty. [2] Scarecrow returns to his small farm, seemingly upset by what he witnessed during the workday. He picks a red pepper, which inspires him to harvest other vegetables and open a burrito stand in the city. Above his stand is a banner that reads "Cultivate a Better World". [2]

The animated film features a cover version of "Pure Imagination" (Leslie Bricusse, Anthony Newley) by Fiona Apple, [4] a song originally performed by Gene Wilder as Willy Wonka in the film Willy Wonka & the Chocolate Factory (1971), itself an adaptation of Roald Dahl's book, Charlie and the Chocolate Factory (1964). According to the Los Angeles Times , Apple's performance "scores scenes of dark devastation" and offers "stark contrast between the world of pure imagination of the lyrics" and the animals being processed. [4] In the film, when Scarecrow returns home from work and picks a red pepper, the song transitions from "mournful" and "menacing" to a "happier" tone. [2] Apple released the recording on iTunes, with proceeds benefiting the nonprofit organization, Chipotle Cultivation Foundation. [4]

The Scarecrow ends with a brief teaser for a mobile app game available for iPhones and iPads, where the player can take down the fictional Crow Foods Factory. In a different version, a singer sings a parody of the song talking about the film as an advertisement and how they made it. [3] Chipotle described the film as a "companion" piece to the game. [4]

Production

William Joyce in 2012 William Joyce Oscar Parade Shreveport Louisiana.jpg
William Joyce in 2012

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." [5] Crumpacker also stated that the film depicts the "elaborate facade that's been created by the industrial food producers," who have done a "very good job of creating a rosy picture of their industry." [5] The film reflects Chipotle's marketing strategy of avoiding television advertising; the company's goal is to come across as an alternative to factory farming and a more "highbrow" option over other fast food restaurants. [6] [7]

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. [8] 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... which is not that far from the truth." [5] Co-directors Oldenburg and Limbert Fabian found inspiration from Willy Wonka & the Chocolate Factory, as well as from Fritz Lang's 1927 film Metropolis . [1]

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. [9] He was ultimately replaced by Fiona Apple. [10] In March 2014, Chipotle sued Ocean for the $212,500 advance that they had paid him to perform in the commercial. [11] The lawsuit was dismissed later that month after Ocean repaid the advance in full. [12]

Release and reception

The short film was released on September 11, 2013. By September 19, it had been viewed 5.5 million times on YouTube. [1]

The Scarecrow has been praised as innovative marketing and a "beautiful" work of art. [6] AdWeek felt that the effective animation and Apple's voice "connects the viewer emotionally to the story," but felt that it was "not quite as magical" as Chipotle's similarly-themed "Back to the Start" video. [8] The Los Angeles Times ' Randall Roberts called the film surreal, direct and "visually magnetic", and wrote that "the song as covered by Apple is gorgeous, filled with electronic flourishes and rococo arrangements. The images imbue her version with a melancholy, but, taken on its own, the song shimmers." [4] Slate 's Matthew Yglesias complimented the film's animation and music, and called the scene in which cows are seen in small crates "the most poignant moment you've ever witnessed in fast food marketing". [6] He wrote that, if Chipotle's goal was to create "high-quality high-impact stuff that really gets attention and is designed to be memorable", the company was successful. [6] Marketing reporter Bruce Horovitz, contributing for USA Today , named it the fifth best advertisement of the year. [13]

The film won the Daytime Emmy Award for Outstanding New Approaches – Original Daytime Program or Series and for Outstanding Directing in an Animated Program at the 41st Daytime Emmy Awards. [14] It also won the Grand Prix at the Cannes Lions in June 2014. [15]

See also

Related Research Articles

<i>Charlie and the Chocolate Factory</i> 1964 childrens novel by Roald Dahl

Charlie and the Chocolate Factory is a 1964 children's novel by British author Roald Dahl. The story features the adventures of young Charlie Bucket inside the chocolate factory of eccentric chocolatier Willy Wonka.

<span class="mw-page-title-main">Fiona Apple</span> American musician (born 1977)

Fiona Apple McAfee-Maggart is an American singer-songwriter. She released five albums from 1996 to 2020, all of which reached the top 20 on the U.S. Billboard 200 chart. Apple has received numerous awards and nominations, including three Grammy Awards, two MTV Video Music Awards, and a Billboard Music Award.

<i>Willy Wonka & the Chocolate Factory</i> 1971 film by Mel Stuart

Willy Wonka & the Chocolate Factory is a 1971 American musical fantasy film directed by Mel Stuart from a screenplay by Roald Dahl, based on his 1964 novel Charlie and the Chocolate Factory. It stars Gene Wilder as chocolatier Willy Wonka. The film tells the story of a poor child named Charlie Bucket who, upon finding a Golden Ticket in a chocolate bar, wins the chance to visit Willy Wonka's chocolate factory along with four other children from around the world.

Leslie Bricusse OBE was a British composer, lyricist, and playwright who worked on theatre musicals and wrote theme music for films. He was best known for writing the music and lyrics for the films Doctor Dolittle; Goodbye, Mr. Chips; Scrooge; Willy Wonka & the Chocolate Factory; Tom and Jerry: The Movie; the titular James Bond film songs "Goldfinger" and "You Only Live Twice"; "Can You Read My Mind? " from Superman; and "Le Jazz Hot!" from Victor/Victoria.

<span class="mw-page-title-main">Peter Ostrum</span> American veterinarian and onetime child actor (born 1957)

Peter Gardner Ostrum is an American retired veterinarian and former child actor, whose only film role was as Charlie Bucket in the 1971 motion picture Willy Wonka & the Chocolate Factory.

<span class="mw-page-title-main">Willy Wonka</span> Fictional character in Roald Dahl novels

Willy Wonka is a fictional character appearing in British author Roald Dahl's 1964 children's novel Charlie and the Chocolate Factory, its 1972 sequel Charlie and the Great Glass Elevator and several films based on those books. He is the eccentric founder and proprietor of the Wonka Chocolate Factory.

<span class="mw-page-title-main">Paris Themmen</span> American actor (born 1959)

Paris Themmen is an American actor who started his career as a child actor. He is best known for his role as Mike Teevee in Willy Wonka & the Chocolate Factory. After leaving acting, he worked in business as a real estate broker and casting director.

Wonka was a confectionery brand owned and licensed by the Swiss corporation Nestlé. In 2018, the branding and production rights were sold to the Ferrero Group.

<i>Charlie and the Chocolate Factory</i> (film) 2005 film by Tim Burton

Charlie and the Chocolate Factory is a 2005 musical fantasy film directed by Tim Burton and written by John August, based on the 1964 children's novel of the same name by Roald Dahl. The film stars Johnny Depp as Willy Wonka and Freddie Highmore as Charlie Bucket, alongside David Kelly, Helena Bonham Carter, Noah Taylor, Missi Pyle, James Fox, Deep Roy, and Christopher Lee. The storyline follows Charlie as he wins a contest along with four other children and is led by Wonka on a tour of his chocolate factory.

<span class="mw-page-title-main">Wonka Bar</span> Fictional chocolate bar

The Wonka Bar was originally a fictional chocolate bar, introduced as a key story point in the 1964 novel Charlie and the Chocolate Factory by Roald Dahl. Wonka Bars appear in each film adaptation of the novel: Willy Wonka & the Chocolate Factory (1971); Charlie and the Chocolate Factory (2005); and Wonka (2023). The bar also appeared in the musical adaptation of the novel, Charlie and the Chocolate Factory (2013).

"Pure Imagination" is a song from the 1971 film Willy Wonka & the Chocolate Factory. It was written by British composers Leslie Bricusse and Anthony Newley specifically for the movie. It was sung by Gene Wilder who played the character of Willy Wonka. Bricusse has stated that the song was written over the phone in one day. The song has a spoken introduction.

<span class="mw-page-title-main">Denise Nickerson</span> American actress (1957–2019)

Denise Marie Nickerson was an American child actress. At the age of 13 she starred as Violet Beauregarde in the 1971 film Willy Wonka & the Chocolate Factory. She later played Allison on The Electric Company, and had recurring roles as Amy Jennings, Nora Collins, and Amy Collins in the soap opera Dark Shadows. She retired from acting in 1978 and later worked as a receptionist and office manager.

<span class="mw-page-title-main">Fictional brand</span> Fictional product, created for movies or TV

A fictional brand is a non-existing brand used in artistic or entertainment productions, such as paintings, books, comics, movies, TV serials, and music. The fictional brand may be designed to imitate, satirize or differentiate itself from a real corporate brand. Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light.

<span class="mw-page-title-main">Diana Sowle</span> American actress (1930–2018)

Diana Mae Sowle was an American actress. She was best known for her role as Charlie Bucket's mother in the 1971 film Willy Wonka and the Chocolate Factory.

<i>Charlie and the Chocolate Factory</i> (musical) 2013 musical

Charlie and the Chocolate Factory is a musical based on the 1964 children's novel of the same name by Roald Dahl, with book by David Greig, music by Marc Shaiman and lyrics by Shaiman and Scott Wittman.

<i>Charlie and the Chocolate Factory</i> (franchise) Fantasy media franchise created by Roald Dahl

Charlie and the Chocolate Factory is a media franchise based on the 1964 novel of the same name by British author Roald Dahl. It includes two books, three live-action theatrical films, three video games and miscellaneous other properties, such as touring musicals and theatrical adaptations, various merchandise and defunct amusement park ride.

<i>Primus & the Chocolate Factory with the Fungi Ensemble</i> 2014 studio album by Primus

Primus & the Chocolate Factory with the Fungi Ensemble is the eighth studio album by American rock group Primus. The album is a re-imagining of the soundtrack of the 1971 film Willy Wonka & the Chocolate Factory. The album was released on October 21, 2014. It is the first full-length album with Tim "Herb" Alexander since 1995's Tales from the Punchbowl.

<i>Tom and Jerry: Willy Wonka and the Chocolate Factory</i> 2017 American animated film

Tom and Jerry: Willy Wonka and the Chocolate Factory is a 2017 American animated direct-to-video musical comedy film starring the cat-and-mouse duo Tom and Jerry. Produced by Warner Bros. Animation and Turner Entertainment Co., it is the first Tom and Jerry direct-to-video film to be distributed by Warner Bros. Home Entertainment internationally and is also the final Tom and Jerry direct-to-video film to be involved with Warner Bros. Animation's founder Hal Geer, who died on January 26, 2017. The film is an animated adaptation of the 1971 film Willy Wonka & the Chocolate Factory with the addition of Tom and Jerry as characters and seen through their point of view.

<i>Wonka</i> (film) 2023 film directed by Paul King

Wonka is a 2023 musical fantasy comedy film directed by Paul King, who co-wrote the screenplay with Simon Farnaby based on a story by King. It tells the origin story of Willy Wonka, a central character in the 1964 novel Charlie and the Chocolate Factory by Roald Dahl, depicting his early days as a chocolatier. The film stars Timothée Chalamet as the title character, with an ensemble cast including Calah Lane, Keegan-Michael Key, Paterson Joseph, Matt Lucas, Mathew Baynton, Sally Hawkins, Rowan Atkinson, Jim Carter, Olivia Colman, and Hugh Grant.

References

  1. 1 2 3 Cheney, Alexandra (September 19, 2013). "The Story Behind That Fiona Apple Chipotle Ad". The Wall Street Journal . New York City. Archived from the original on September 23, 2021. Retrieved September 26, 2013.
  2. 1 2 3 4 Weiss, Elizabeth (September 23, 2013). "What Does "The Scarecrow" Tell Us About Chipotle?". The New Yorker . New York City. ISSN   0028-792X. OCLC   320541675. Archived from the original on September 26, 2013. Retrieved September 25, 2013.
  3. 1 2 Barclay, Eliza (September 12, 2013). "Taking Down Big Food Is the Name of Chipotle's New Game". National Public Radio. Archived from the original on September 26, 2013. Retrieved September 26, 2013.
  4. 1 2 3 4 5 Roberts, Randall (September 13, 2013). "Fiona Apple covers Willy Wonka in striking new Chipotle clip". Los Angeles Times . ISSN   0458-3035. OCLC   3638237. Archived from the original on January 4, 2014. Retrieved September 26, 2013.
  5. 1 2 3 "The Scarecrow – Behind the Scenes". YouTube . September 11, 2013. Archived from the original on September 18, 2013. Retrieved September 26, 2013.
  6. 1 2 3 4 Yglesias, Matthew (September 12, 2013). "You Want to Watch Chipotle's Amazing "Scarecrow" Video". Slate . The Washington Post Company. Archived from the original on September 27, 2013. Retrieved September 26, 2013.
  7. ↑ Morrison, Maureen (March 12, 2012). "Chipotle Bucks Fast-Food Convention While It Still Can". Advertising Age . Crain Communications. Archived from the original on September 21, 2013. Retrieved September 26, 2013.
  8. 1 2 Nudd, Tim (September 12, 2013). "Ad of the Day: Chipotle Makes Magic Yet Again with Fiona Apple and a Dark Animated Film". Adweek . Archived from the original on September 28, 2013. Retrieved September 26, 2013.
  9. ↑ Beltrone, Gabriel (11 March 2014). "Frank Ocean Gets the Last (Four-Letter) Word in Spat With Chipotle". Adweek. Archived from the original on 17 August 2016. Retrieved 1 August 2016.
  10. ↑ Whitehill, Gaby. "Fiona Apple claims Frank Ocean was due to sing Chipotle TV advert | Gigwise". gigwise.com. Archived from the original on 2016-08-19. Retrieved 2016-08-01.
  11. ↑ Coleman, Miriam (8 March 2014). "Frank Ocean Sued by Chipotle Over Ad Deal". Rolling Stone. Archived from the original on 18 August 2016. Retrieved 1 August 2016.
  12. ↑ Newman, Jason (20 March 2014). "Frank Ocean Settles Chipotle Lawsuit". Rolling Stone. Archived from the original on 2017-07-01. Retrieved 2017-09-16.
  13. ↑ Horovitz, Bruce (December 24, 2013). "Horovitz: Best and worst ads of 2013". USA Today . Tysons Corner, Virginia. Archived from the original on December 27, 2013. Retrieved December 27, 2013.
  14. ↑ "THE NATIONAL ACADEMY OF TELEVISION ARTS & SCIENCES ANNOUNCES WINNERS FOR THE 41st ANNUAL DAYTIME CREATIVE ARTS EMMY® AWARDS". The National Academy of Television Arts & Sciences. Archived from the original on August 8, 2014. Retrieved August 5, 2014.
  15. ↑ "The Cannes Lion for PR Is Home at Last". Edelman. Archived from the original on February 16, 2015. Retrieved August 5, 2014.

Further reading

This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.