Week 1 Analysis - Emotional Design

I watched the Chipotle game ad, and these were my thoughts. I think the emotion I most felt was wonder. The commercial was not what I expected from Chipotle. I expected a typical food commercial. I think that wonder was the emotion the creators were going for, because of the cartoon/fantasy style of the ad. I think the creators were also going for strong sentiment, which I feel they succeeded at.

This ad was effective in parts and not effective in other parts. I think that the beginning of the ad when the scarecrow enters the factory gets your attention right away. Then, the ad builds up and gets more serious in the middle. The other really effective part was when the scarecrow comes home and finds the pepper on the tree. This gives him a renewed sense of hope. The whole way the ad is shot makes it feel like a short movie. I personally did not think the music added much, as the singing was distracting. I feel just the instrumental track would have been better, but the lyrics do work with the ad.  Also, I am not sure about the end of the commercial. I know that the ad is for a game, but I feel some of that should have been incorporated earlier in the ad. It seems a bit gimmicky to show the whole story and have someone playing it on a computer screen at the end.  The twist is not as good as the story as a whole, and it makes the whole story seem like a bit of a let down, not focusing on really telling us why we should play the game.

I feel this ad would primarily fit in the Behavioral Design process. I feel this was because the movie like quality of the ad shows off innovation and tries to show the product as must have. The ad tells you that it can be easy and effective to create and enter this type of world if you play this game.  The ad also tries to make this game seem big and important. In that regard I feel the ad mostly works.

Overall, I like this ad, I just feel there are parts of it that do not focus on the main product, as intended.