jump to navigation

Chipotle gears up for new “Farmed and Dangerous” campaign February 15, 2014

Posted by rmshepard in Uncategorized.
Tags: , , ,
add a comment

Chipotle is notable among fast-food chains for not spending so much on advertising campaigns. But when it does, the ads go viral. Chipotle is experimenting with a new creative format for a campaign called “Farmed and Dangerous.” The campaign is a four-part comedy series that’s going to be available on Hulu. Chipotle’s brand will not be featured much in the spots, focusing instead on the comedy of industrial-scale farming. Actor Ray Wise stars in the 30 minute episodes.

According to Adam Cohen of The New York Times, the Chipotle campaign is interesting because it blends advertising and entertainment in a high-cost production. Moreover, Cohen added, the strategy preaches the gospel of sustainability rather than resorting to traditional ad techniques.

For a preview of the new ad campaign by Chipotle, watch the following video:

Discussion Questions:

1.  What is native advertising? How does “Farmed and Dangerous” qualify, if at all, as this new genre of advertising?

2.  How does the particular strategy used by Chipotle reach new audiences?

3.  Are there ethical concerns about this form of advertising?

The debatable ethics about “native advertising” April 3, 2013

Posted by rmshepard in Uncategorized.
Tags: , ,
add a comment

In the online world, “native advertising” is getting to be quite the big deal. In essence, native advertising means meshing branded messages into certain forms of media. This might include posting article-ads on news cites, funny video ads on humor sites, or Twitter and Facebook update ads. As Terry Thornton of PBS’s MediaShift summarized, “Instead of interrupting the flow like a typical TV commercial, pre-roll, pop-up or print ad, it blends into its surroundings and, in theory at least, offers the reader/viewer/listener something interesting.” The overall spending on these ads is growing quickly, Thornton added, growing faster than spending on all kinds of ads except viral videos.

Native advertising as a new trend is getting more popular, but more controversial especially among journalists. The main concern is that consumers of news and entertainment will have trouble distinguishing between advertising and content. While the thought seems ludicrous to advertisers, even many journalists say that they’ve been tricked by native ads.

For more on native advertising, see the following discussion from Mashable’s Media Summit:

Discussion Questions:

1.  What is native advertising?

2.  What kinds of native advertising have you seen?

3.  Why is native advertising so controversial?

4.  Is native advertising unethical? Why, or why not?