As part of its “How Matters” campaign, Greek yogurt maker Chobani aired the new commercial “Farmland” during the Oscars on Sunday night. With a message reminiscent of Chipotle’s animated short “The Scarecrow,” the spot opens on a serene farm, shimmering in the morning sun. However, with each successive shot, the viewer sees an increasingly artificial setting: The crowing rooster is only a recording; labeled test tubes hang from trees; the cows are hollow plastic molds, filled with a white powder by men in lab coats; and the grass is artificial turf. As the camera pans out, a voice-over states, “Most 100-calorie yogurts are made with artificial ingredients and sweeteners. But here at Chobani, we believe 100 percent natural ingredients is all you need.” Then the viewer is taken to lush farmland, brimming with life, as farmers tend to real, living cows and pick fresh fruit. The ad ends with a farmer saying, “A cup of yogurt won’t change the world, but how we make it might.”
Chobani, which claims to be “the only [Greek yogurt] producer with all-natural ingredients,” according to Adweek, addresses the growing anxieties consumers have about how food is produced—primarily if the food is “real” or not. With the dramatized juxtaposition of artificial vs. natural, Chobani reassures consumers that its yogurt is produced responsibly and the way nature intended.