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Stunning Animated Chipotle Ad Highlights Horrors of Factory Farming: VIDEO

Chipotle

A gorgeously-animated infomercial highlighting the horrors of factory farming with nary a bit of branding until the very end and a rendition of "Pure Imagination" from Willy and the Wonka Factory sung by Fiona Apple is the most quality bit of advertising you'll see today.

Writes Chipotle of the film:

In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.

Watch and think twice about where your next meal comes from, AFTER THE JUMP...

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Comments

  1. Eerie music and a bit sad yet really interesting! I can't help but think that they took a subtle swing at their former investors: McDonald's.

    Posted by: Nat | Sep 13, 2013 8:39:41 PM


  2. Thanks for sharing a skillfully done video. I like that the ad aspect was only at the end. I wonder what, if anything Chipotle does to assure their food suppliers aren't "factory farmed."

    Posted by: Dave C. | Sep 13, 2013 9:05:07 PM


  3. Chipotle uses almost all GMO food. They are better than McDonalds but still part of the problem.

    Posted by: Steve Sando | Sep 13, 2013 9:47:17 PM


  4. Also, alas, union-busters.

    Was that Lana del Rey singing?

    Posted by: VSo | Sep 13, 2013 10:11:22 PM


  5. Oops, no: Fiona Apple. Helps to read the into.

    Posted by: VSo | Sep 13, 2013 10:13:45 PM


  6. Politics and marketing strategies aside, that is really a stunning rendition of Pure Imagination. There is something that guts me about Fiona Apple's voice.

    Posted by: Thomas | Sep 13, 2013 11:31:02 PM


  7. that cow made me so sad

    Posted by: caperboi | Sep 14, 2013 1:59:23 AM


  8. I know nothing about Chipotle but this video was absolutely beautiful and imaginate. Definitely pulled at my heartstrings, especially the cow scene. Love how the video used fantasy to show reality.

    Posted by: Anna | Sep 14, 2013 2:14:52 AM


  9. *Imaginative*

    Posted by: Anna | Sep 14, 2013 2:15:21 AM


  10. Okay, but let's follow the video to its logical conclusion. It shows no humane / non-saddening way of slaughtering cows, pigs and chickens and seems to suggest, instead, that the path to salvation is through eating chopped vegetables. Is Chipotle suggesting that veganism, therefore, is the answer? If so, perhaps it should stop slaughtering animals by the hundreds of thousands, which it does, even if those animals are allowed to wander around on grassy knolls prior to their beheading, gutting, and being chopped up. Not sure what the message really is, here, is anyone else?

    Posted by: VEGMAN | Sep 14, 2013 2:27:06 AM


  11. Stunning visuals, content, and use of Fiona Apple's talents. LOVE!

    Posted by: Joe De Hoyos | Sep 14, 2013 6:48:51 AM


  12. "Okay, but let's follow the video to its logical conclusion. It shows no humane / non-saddening way of slaughtering cows, pigs and chickens and seems to suggest, instead, that the path to salvation is through eating chopped vegetables. Is Chipotle suggesting that veganism, therefore, is the answer? If so, perhaps it should stop slaughtering animals by the hundreds of thousands, which it does, even if those animals are allowed to wander around on grassy knolls prior to their beheading, gutting, and being chopped up. Not sure what the message really is, here, is anyone else?"

    considering the menu there, no,vegan-ism has nothing to do with it....Micheal Pollan said it best " Eat food(real). Not too much. Mostly plants." the stress we put on our environment to produce animals for our consumption is completely out of proportion to the amount of animal protein a health person should be eating.

    We just need to be more responsible for cutting food-like substances from our diet and eat real things, is Chipotle the answer? no, but they are trying not to be part of the problem.

    Posted by: epic | Sep 14, 2013 7:51:54 AM


  13. The movie "Samsara" by Ron Fricke and Mark Magidson has a few sequences in chicken and beef factories and cleverly weaves in images of the consumer at Burger King and Costco. Scenes begin at the 50:00 on this video (while it is still up).
    http://youtu.be/icIv7nJqjuQ

    Posted by: AngelaChanning | Sep 14, 2013 8:29:25 AM


  14. Chipolte is in business to make money. If the movements they support actually succeed they will lose their marketing niche. It is their interest to keep that from happening.

    Posted by: gunther | Sep 14, 2013 9:01:40 AM


  15. @EPIC Thank you. Nice, informed response to a pompous, self-righteous vegan.

    Posted by: jamal49 | Sep 14, 2013 9:01:59 AM


  16. This video from Chipolte is almost as offensive as Putin's op ed in the New York Times.

    Posted by: Jose Barros | Sep 14, 2013 9:16:35 AM


  17. At first I thought this was a bit ironic because I thought McDonald's owned Chipotle. While they were once an investor, they divested in 2006. This would make a great feature length film. That cow could be a HUGE star!

    Posted by: MDNC | Sep 14, 2013 9:24:15 AM


  18. @VEGMAN On one level, as a vegetarian of 40 years, I agree with you completely. It has always struck me as kind of absurd for animal welfare activists and wildlife conservationists and environmentalists to wax eloquent about their causes....and then sink their teeth into a ham sandwich at lunch.

    The only real solution to animal cruelty is to stop killing them for food, leather, fur, or any other purpose, to stop experimenting on them, to stop using them for entertainment and transportation purposes, and to stop destroying their habitats.

    I long for the day when humanity has advanced to the point where that becomes a reality.

    On the other hand, as with all social change, progress comes in increments and half-steps, not all-at-once revolution. So if we can convince fast-food companies to move away from factory-farmed products to those that are not factory-farmed, then that is progress.....because although the animals will still face the same ultimate fate, at least they won't be treated as cruelly while they are alive.

    Likewise, if we can get people to go meatless one day a week....it becomes easier to get them to go meatless two days a week.....and eventually, perhaps, to go meatless all the time.

    So, yes, while, from a purist's perspective, there is some hypocrisy in Chipotle taking such an action while they still make big profits off of sales of slaughtered animals, at least it is a step towards a new consciousness, one that will eventually, I hope, result in a totally new consciousness.

    Posted by: Rick | Sep 14, 2013 10:59:01 AM


  19. Vegetarianism is so fey.

    Posted by: crispy | Sep 14, 2013 11:19:16 AM


  20. @Vegman--my thoughts as well.

    Posted by: chuckie | Sep 14, 2013 11:44:03 AM


  21. Rick - there is no hypocrisy on Chipotle's part. Their ad does not suggest that animals should not be slaughtered. Their ad suggests that food - including animals - should be raised and treated humanely prior to slaughter. Their ad creatively shows the horrors of today's factory food production.

    They have another fantastic ad. It features Willie Nelson singing Coldplay's "The Scientist"

    Posted by: Tre | Sep 14, 2013 11:49:42 AM


  22. Willy and the Wonka Factory? I think you mean Willy Wonka and the Chocolate Factory.

    Posted by: Ruddigore | Sep 14, 2013 12:57:13 PM


  23. Good, up until the part it tried to sell me something.

    Posted by: Randy | Sep 15, 2013 7:52:20 PM


  24. I find this new advert by Chipotle bittersweet. On the one hand, my personal beliefs make it impossible for me to support any company who causes suffering to animals. I personally cannot get behind a company who is still using animals to make profit from. But, at the same time, I feel there is a shift in our consciousness as a society such that people in advertising would feel the need to create a campaign like this. It is, on their end, obviously to reach a more 'sophisticated' audience who are more savvy about their food choices. But, indirectly, this might reach people who (even though it seems impossible to believe at this point in time)might be uneducated about the food system we have in place today. So, ultimately, I am grateful that advertising is moving in this direction.

    Posted by: shawna | Sep 17, 2013 10:32:40 PM


  25. This video seems to be a pretty good critique on Chipotle itself. The processes to get its meats from Point A to a Chipotle Branch Near You aren't all that different than the ones shown on TV.

    It would be a great ad were Chipotle a vegetarian burrito joint, rather than just a burrito joint.

    Posted by: Ryan | Mar 10, 2014 9:52:34 PM


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