My YouTube ad of the week: David Prideaux, Publicis Chemistry

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David Prideaux reviews Chipotle

David Prideaux, executive creative director, Publicis Chemistry

Why I like this

CGI animation shows a farmer deciding to tear down his factory farm and go back to a more natural, free-range approach. The animation style is appropriately child-like, both humans and animals are suitably cute and the film builds logically to its call to action that urges us to help "cultivate a better world".What lifts it is the music. Willie Nelson (one of the founders of Farm Aid) is singing a Coldplay track, but his cracked old voice contrasts so dramatically with the naïve animation that it gives the film an unexpected resonance. And because it's on YouTube, we get to listen to the whole song and can download it. Not to mention that, in two clicks, I can learn that Chipotle has also started its own foundation for sustainable food.

Wish I'd thought of

This, when we were working late on a pitch a fortnight ago. Rupert Dixon, our head of design, suggested Chipotle instead of the usual Baker Street suspects, but we turned them down in favour of burger and chips. If I'd known we had the chance to join a movement with Willie, I would've been there like a shot.

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Emphasise the importance of developing a sustainable food system and “cultivate a better world”.

The animation presents the story of a farmer’s life, how the family farm evolves into an industrial animal factory until eventually deciding to return to sustainable production.


Johnny Kelly, Nexus Productions.

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