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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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1:38AM PDT on May 17, 2015

Excellent; well done Chipotle.

9:08AM PDT on May 20, 2014

thanks for sharing :)

8:31AM PDT on Oct 25, 2013

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.

11:34PM PDT on Oct 13, 2013

Factory farms should all be closed.

9:05AM PDT on Sep 25, 2013

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.

8:29AM PDT on Sep 21, 2013

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.

10:24AM PDT on Sep 20, 2013

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

7:26AM PDT on Sep 20, 2013


7:04AM PDT on Sep 20, 2013

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

3:02PM PDT on Sep 19, 2013

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)

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

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