Chipotle’s New Ad Criticizes Factory Farm Ethics (Video)

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?

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Christine Jones
Christine Jones6 months ago

Excellent; well done Chipotle.

Carrie-Anne Brown

thanks for sharing :)

Robert B.
Robert B.2 years ago

I doubt we can eliminate factory farms. The amount of money involved is a huge factor. It's like fighting drug lords with mountains of cash. The best way to fight this is to fight for STRICT rules and standards of ethics, safety, and humane treatment. Maybe in the future we can finally shut them down. But don't count on it.

Monica D.
Monica D.2 years ago

Factory farms should all be closed.

Nicole Bergeron
Nicole Bergeron2 years ago

Factory farming, animal or plant (yes, yes it does exist), should be eliminated and wipe from the earth. People who eat meat should get it from small family own farms were they have no more animal than they can care for.

Glad to see a restaurant trying to do something about it.

Laura Jobe
Laura Jobe2 years ago

Everyone should be forced to see this. However, the really sad part is that to some people it won't make any difference. They think animals are for us to exploit and have "dominion" over.

Phillipa W.
Phillipa W.2 years ago

very sad good news this story is. needs to be told. commendable ad.

Sue Matheson
Sue Matheson2 years ago


Kristin Love
Kristin Love2 years ago

A++++++++++ BRILLIANT & A.W.E.S.O.M.E.!!!!
I'm sharing!!!

Beverly S.
Beverly S.2 years ago

VERY well done animation. I hope it makes people think about what they're eating, where it came from, and how it got to their mouths.

@ Mark S.
Way to go! (And you can preach away, as far as I'm concerned)