It might seem unusual to find rockstars teaming up with fast food chains to promote sustainable farming, but that's exactly what you'll see in the Karen O 'Abandoned' Chipotle advert. Created for the Chipotle Cultivate Foundation, an organization that aims to provide support to American family farms, the haunting clip is part music video, part advertisement. Covering Willie Nelson's 'Mammas Don't Let Your Babies Grow Up to be Cowboys,' Karen O follows in the footsteps of Nelson himself, who recorded a track for Chipotle in August 2011.
Through the eye of director David Altobelli, Abandoned tells the tale of three young boys who discover an empty farmhouse and begin to vandalize it, only to realize the abandoned home was left by a farming family, much like their own. The touching story shows just how much of an impact industrialized farming has on small, sustainable agriculture, with an average of 330 American farmers forced to leave their land every week.
Check out the Karen O Abandoned Chipotle ad to find out more about the Cultivate Foundation, and to hear the haunting and moving song for yourself.
Farming-Awareness Films
The Karen O 'Abandoned' Chipotle Video Helps Small Country Business
Trend Themes
1. Sustainable Farming Awareness - Opportunity for companies to partner with organizations that promote sustainability in agriculture through creative and emotional advertising like Karen O's Abandoned video for Chipotle Cultivate Foundation.
2. Artistic Brand Collaborations - Opportunity for brands to collaborate with artists and musicians to raise awareness and support for social and environmental causes like Chipotle's partnership with Karen O in Abandoned video.
3. Emotional Storytelling Advertising - Opportunity for brands to move beyond traditional advertising and use storytelling narrative, emotions, and music to deliver powerful messages like the Chipotle Cultivate Foundation's Abandoned video featuring Karen O.
Industry Implications
1. Fast Food Industry - Opportunity for fast food industry players like Chipotle to use their brand identity and advertising resources to raise awareness and support for a social and environmental cause like sustainable farming through partnerships with organizations and artists.
2. Music Industry - Opportunity for musicians and music labels to collaborate with brands and organizations to create powerful and emotional narratives around social causes and amplify their brand while contributing to a larger social and environmental change like Karen O's partnership with Chipotle in their Abandoned video.
3. Agriculture Industry - Opportunity for the agriculture industry to promote sustainable farming as a viable alternative to industrialized farming practices that impact small family-owned farms and threaten their sustainability and survival, as shown in Chipotle Cultivate Foundation's Abandoned video.