While looking through some of my fellow classmates blogs I saw Cora Yiu’s blog about the UN’s advert for women’s equality. corayiu .  I thought that this advertisement was brilliant as it uses a google search engine results list that is very sexist and the bar is silencing the faces of women in the back drop.

Now this kind of advertisement is commonly known as a Public Service Announcement, however it got me thinking about advertisements that create an emotional, social connection to consumers and how effective they are.

Personally I believe that these types of advertisements, the ones that sell a product and also send a broader message are more effective.  Recently, Chipotle came out with a viral advert that I believe encompasses this tactic.

https://www.youtube.com/watch?v=lUtnas5ScSE

This advertisement is a brilliant use of tying multiple social, over arching messages, into a product.  Firstly, we see the upset and rather depressed scare crow walking through a bleak dark factory where we see food as just a production line and also the unfair and unnatural treatment of animals.  Notably all back dropped to a slower version of the infamous song in Willy Wonka.  The scarecrow just a cog in a corporate machine eventually returns home to his farm after travelling through a wasteland that is a metaphor to today’s unsustainable food production techniques.

Upon getting home the scare crow starts making his all natural foods and then he returns to the big city with a small food stand contrasted by the big buildings of the food corporation he works for.

This viral advert not only warns the consumers of multiple social issues and ethical issues with todays food production and fast food companies.  It is also able to posits Chipotle as the all natural, little guy that is trying to inspire change in the industry.

I think that this advertising technique is the best way of attracting consumers and firms should learn from this in order to become more effective.