Chipotle to Launch Message-Driven Comedy Series on Hulu
Sure, streaming services have ventured into original programming in unprecedented ways, and network shows are embracing binge-watching, digital recording, and web series.
Now however, the limits of television may be changing, or at least conflating with other industries, as Chipotle Mexican Grill, the 20-year-old food chain, is now coming to Hulu with a comedy series.
As first reported by the New York Times, in a story that judiciously uses the word “unconventional,” it has been announced that Chipotle will launch a four-part series on Feb. 17 titled ‘Farmed and Dangerous.’
It’s a ‘Chipotle Original Series,’ a moniker that make take a while to sink in. Executives describe the series as one that is aimed “to promote the company’s concerns about sustainable agriculture and the human treatment of the animals used for meat.” As well, it’s an attack on “industrial agriculture.”
Instead of specifically advertising for the chain, the comedy is meant to open eyes as well as entertain. It features live action, animation, the actor Ray Wise, robots, genetically-altered chickens, and exploding cows. The main character is named Chip, and he falls in love with a girl whose father works for an evil company that abuses animals and manipulates food.
Not unlike standard comedies, each episode runs 30 minutes, including commercial breaks, of which some will be, yes, Chipotle. The series is produced by Daniel Rosenberg and his New York-based company, Piro, and is not exactly the first time Chipotle has ventured into filmmaking. The company has previously aired a pair of animated films on YouTube, netting over 20 million views.
Aside from advertisements, this isn’t the first time the food chain has found itself in a comedy. 'South Park' famously and mercilessly lampooned Chipotle when Cartman and company embraced the cuisine despite some unfortunate side effects.
You can watch the rather curious trailer, one rife with parody, below.
Truly brilliant way to do product promotion for the filesharing crowd. It always confuses me that stations are free to air (on public airspace no less), but are paid for advertising then charge again when run via cable. One of the greatest scams in history.