Categories: Technology News

Chipotle’s Thanksgiving ad generates memes, jokes and confusion

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During the Dallas Cowboys-Las Vegas Raiders Thanksgiving football game on Thursday, the Chipotle Mexican Grill restaurant chain aired an unusual commercial. Weeble-like characters represent a series of scenes in which a farmer’s father suffers a health crisis as he tries to return home amid heavy snow, leaving his eldest son to take over the farm. The son brings modern technology and saves the farm, profiting by selling crops to Chipotle.

It’s all set in a beautiful version of Coldplay’s Fix You, sung by Kacey Musgraves.

The ad is over two minutes long and it really is a heartbreaking short film rather than a typical commercial. When it was posted on Chipotle’s YouTube channel on November 15, many comments were positive.

“I grew up on a family farm and totally empathize with the message,” said one commenter. “We need more young people to go back to their family farms and keep them out of the big money seekers of corporate interests. Thanks Chipotle for supporting family farming !!”

In a press release dated November 16, Chipotle said the movie, called A Future Begins, is “based on the true story of a Chipotle farmer” and a family who sent a boy to college but struggled to keep their farm intact, and the boy returned to save the day through new technologies and farming techniques sustainable. The company also urged support for the Farm Law 2023, the proposed successor to an existing Farm Bill that will expire that year.

Chipotle did not immediately respond to a request for additional comment on the film and the response to it.

When the ad aired during Thanksgiving football, some were confused and said so on social media. On the one hand, many thought that the farmer died while struggling to return home in heaps of snow at head level. But wait! There he is, standing next to his wife and his son’s family, in the final seconds of the ad. So he didn’t die? Did you just have to bring your son’s help because of the snow inhalation? Did you have a heart attack caused by the snow? Broke your hip and your old wife pulled you out of the snow? Not everyone got it.

“Did we really just see a @ChipotleTweets commercial where an elderly cartoon farmer died shoveling snow?” one person said. “It makes me want a burrito.”

Another said: “I burst out laughing when the lengthy crying commercial with a swaying cartoon farmer who looked cold in the snow finally revealed it was for the chipotle.”

https://twitter.com/thejasonkirk/status/1463997617730424833?ref_src=twsrc%5Etfw” rel=”noopener noreferrer” target=”_blank” data-component=”externalLink

https://twitter.com/wuske/status/1463998349808480257?ref_src=twsrc%5Etfw” rel=”noopener noreferrer” target=”_blank” data-component=”externalLink

https://twitter.com/leftcoastnv/status/1464004530966695936?ref_src=twsrc%5Etfw” rel=”noopener noreferrer” target=”_blank” data-component=”externalLink

Others pointed out that attentive bystanders would know that the farmer survived.

“He didn’t die,” said one person. “But the son had to take over the farm. He renewed operations, got married and had a baby. They are all alive and well.”

https://twitter.com/krisikaye5/status/1464010212172615688?ref_src=twsrc%5Etfw” rel=”noopener noreferrer” target=”_blank” data-component=”externalLink

https://twitter.com/Mich_MHA/status/1464028096969990145?ref_src=twsrc%5Etfw” rel=”noopener noreferrer” target=”_blank” data-component=”externalLink

But while opinions on the ad may have been divided, perhaps all advertising is good advertising?

“Terrible hahaha, but we’re all talking about it, is it a win for [them]? “said one person.

https://twitter.com/Chance_Clark_/status/1464001464712536066?ref_src=twsrc%5Etfw” rel=”noopener noreferrer” target=”_blank” data-component=”externalLink

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