Chipotle’s new commercial “The Scarecrow” criticizes Big Agriculture and the ramifications of mass produced meat. The haunting ad revolves around a scarecrow on his way to work. He soon discovers the truth about factory farming — witnessing mistreated animals who are just a thin wall away from consumers devouring fast food meals.
The Scarecrow is scored with Fiona Apple’s rendition of “Pure Imagination” from Willy Wonka. The song choice questions the difference between the world of food production we are imagining, and the world of food production we are living in. Underneath this sad theme, we are all beckoned to make a sustainable change: “Anything you want to, do it. Want to change the world? There’s nothing to it.”
Tell us in the comments: what do you think of Chipotle’s new commercial?