Comments

  1. Nat says

    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.

  2. Dave C. says

    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.”

  3. Thomas says

    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.

  4. Anna says

    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.

  5. VEGMAN says

    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?

  6. epic says

    “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.

  7. AngelaChanning says

    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).

  8. gunther says

    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.

  9. MDNC says

    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!

  10. Rick says

    @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.

  11. Tre says

    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”

  12. shawna says

    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.

  13. Ryan says

    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.