Agriculture was the winner – and Chipotle the loser –of the best and worst advertising campaign selected by some of the advertising’s top executives in a report from The Wall Street Journal.
click image to zoomA scene from Dodge Ram's "So God Made a Farmer" campaign. Dodge Ram’s “So God Made a Farmer” commercial easily topped the list as one of the best, being named as “Brilliantly and authentically executed.”
“This is one of the most memorable, sharable and epic spots this year," said Brad Jakeman, president of PepsiCo Inc.'s global beverages group.
The commercial, which first aired during the Super Bowl, also was seen more than 22 million times online, generating a $1 million donation to the National FFA and raising awareness about the dedication and passion it takes to produce the nation’s – and world’s – food.
On the flip side, the industry insiders also named Chipotle’s “Scarecrow” advertisement as one of the year’s worst spots.
One of the scenes in Chipotle's "Scarecrow" advertisement. Chipotle’s three-minute animated video took aim at the nation’s food industry, and while the company has repeatedly said the film is meant to start a conversation about how food is produced.
However, to Jeff Goodby, co-founder of Omnicom Group Inc.’s Goodby, Silverstein & Partners, “Scarecrow” misses the mark. Instead of promoting Chipotle, it pushes a pro-vegetarian message.
"The films use vegetarian imagery to sell meat," Goodby said. "I come away thinking I shouldn't be eating meat at all, and I don't think that's their point."
Farmers agreed, pointing that the commercial showed the gap between urban-based advertising agencies, consumers and farmers. Click here to read some of the pro-agriculture comments left on Chipotle's Facebook page after the commercial was released in September 2013.