• No School - Spring Break - Mar.14 - Mar.18
  • No School - Spring Vacation Day - April 15
  • HS Theatre Spring Show - April 8-9
  • End of 3rd Quarter - Mar. 31
  • HS One Act Plays- April 13 at 7pm
  • No School - Prof. Development Day - April 25
The student voice of Sycamore High School in Cincinnati, Ohio

The Leaf

The student voice of Sycamore High School in Cincinnati, Ohio

The Leaf

The student voice of Sycamore High School in Cincinnati, Ohio

The Leaf

Chipotle pioneers new advertising methods

Chipotle, always an advertising trailblazer, will launch their Hulu TV series on Feb. 17. The show, “Farmed and Dangerous,” uses a comedic platform to illuminate the dark world of industrial agriculture. For more information visit farmedanddangerous.com. Photo courtesy of Lila Englander.

Last week I turned over the New York Times to find something that made no sense.  An advertisement titled “An Open Letter to Everyone with Mouths.” The letter goes on to argue on behalf of a company that does not exist.

A full-page advertisement in The New York Times is not cheap. I could not decipher why anyone would pay so much for something that obviously could not be real. Luckily, at the bottom of the page was a website address.

I soon gathered that the advertisement was for a TV show, apparently sponsored by Chipotle. Yet, neither Chipotle nor an explanation could be found anywhere on the page.

I was both surprised and impressed by this kind of advertising. Not only placing a lot of faith in the power of the average person’s intrigue to see the advertisement and look it up, but also pushing new boundaries in the marketing arena.

Story continues below advertisement

A few years ago Chipotle came out with this video and this one. The second video couples with an App Chipotle created called “The Scarecrow.”

The combined popularity of these short films would eventually spur the idea for a full online TV series through Hulu.com called “Farmed and Dangerous.”

To watch the Farmed and Dangerous trailer click here.

More to Discover
About the Contributor
Lila Englander
Lila Englander, Assignment Editor
I am currently a senior. This year I serve as an assignment editor. I love writing about people or groups with fascinating stories who often fly under the radar. Beyond learning to use the Adobe design programs and developing my writing skills, journalism has allowed me to pursue my love of learning and gain a deeper understanding of the profound value of collaboration. I enjoy participating in Academic Quiz Team, Chinese Club and TEAMS team. I love backpacking, kayaking, climbing, reading and napping. I am learning Chinese at school at the AP level and can read, write and speak Hebrew because I went to Jewish day school until eighth grade. I also sharpened my Hebrew skills during junior year while studying abroad for a semester in the desert of Israel through Alexander Muss High School in Israel. The past three summers, I have been lucky enough to intern at a small nonprofit called Design Impact. My favorite book is "Infinite Jest" by David Foster Wallace. My favorite T.V. shows are "The Wire" and "True Detective." My three favorite news sources are "The New York Times," "The Atlantic," and "The Onion." I also listen to "This American Life" on NPR every week. Although I am interested in pursuing a career in engineering, I am confident that journalism will benefit me wherever I end up. I am looking forward to another great year on staff!
Activate Search
Chipotle pioneers new advertising methods