It blows my mind, how companies can miss the mark so drastically when trying to appeal to the newest generation of consumers. Whether it’s JP Morgan foolishly hosting an AMA (Ask Me Anything) via Twitter or KFC’s incessant campaign to hashtag their products (#iatethebones, #howdoyoukfc, #chickendiarrheatuesdays).
Chipotle has taken this “viral” marketing schmaltz to a new level by releasing “Farmed and Dangerous” a 4-episode comedy/drama/advertisement series streaming on Hulu. The show “stars” a cavalcade of mediocre actors (Ray Wise, a quirky white guy, attractive lady) spewing thinly veiled television tropes while simultaneously articulating Chipotle’s view on the perils of factory farms and the benefit of free range beef. I’m surprised the characters don’t stare directly into the camera when spouting off facts about GMO crops and livestock.
Aside from the obvious pandering, it’s just bad television. It seems the” writers” have taken a look at every popular television series streaming online and threw them in a, environmentally responsible, meat grinder. It’s like New Girl, House of Cards, Community and Better off Ted fucked a carnitas burrito and the resulting child is Farmed and Dangerous.
Peppered in between the messages of sustainable farming are vapid attempts at comedy. Some of which actually works, like the blissfully apathetic Today Show hosts, but the majority misses the mark by a long shot. In particular, one bit, reminiscent of Austin Powers, evokes the words “cunt” and “fuck”. Seriously, when your goal for the series is to demonstrate your company’s moral superiority you don’t go for a cheap laugh by alluding to one of the more offensive words in the English language.
Stereotypes are abound. The anti-corporate, sexy farmer wears flannel and hangs out with well groomed but still free-spirited hippies. The corporate shills don Armani suits while smoking cigarettes and laughing about the 99%, barf. The farmer, played by John Sloan (you know from Happy Hour), surprisingly spends very little time actually farming, instead he hangs out at his Google-style office blogging, vlogging, tweeting, and interneting (kids are always interneting).
Also, the central activists in the film are a type of animal rights organization that doesn’t seem to have a voice in the American culture. They are all for the slaughter of animals, just as long as they aren’t raised inside of a factory. Most vocal activists advocate for vegetarianism/veganism. Groups lobbying for free-range cattle are typically funded by farmers/unions which have a financial incentive for selling their free range product over factory beef and poultry.
Chipotle should stick to what they are good at, making tasty burritos and pushing out quirky animated videos. These animations were shared wildly throughout the internet and included messaging directed at the consumer. Chipotle would have benefited more from funding a documentary series than they have pushing this drivel in hopes it will find an audience.
Shows like Two & a Half Men are awful but at least they understand their audience; middle age, middle class professionals who still watch television. Farmed and Dangerous doesn’t know their audience because their ultimate goal is to sell a side of guacamole. Leave situational comedy to the professionals and I promise Dan Harmon won’t start a burrito chain.
Stray Observations
- Dubstep makes an appearance in every episode. That’s what kids are listening to these days, right?
- David Clennon from House of Cards shows up in episode 3.
- What kind of farmer has an office building with bean bags and a skateboard ramp?
- Ray Wise will do anything if you wave check at him. He’s the Snoop Dogg of television.
