http://www.youtube.com/watch?v=lUtnas5ScSE
Point: Thought–provoking Chipotle’s Pixar–like ad “The Scarecrow” is arguably aimed at boosting revenue, and its chilling depiction of industrialized food production makes steps in the right direction. In an industry of over–automated and unsustainable foodstuff, Chipotle’s effort to encourage ethical consumption is commendable. Although “The Scarecrow” idealizes somewhat beyond Chipotle’s sustainable capabilities, its grim portrayal of the food industry is bound to have societal benefits. This ad reaches a broader audience than other pleas for organic eats do; most health foods are generally expensive and inaccessible to consumers of fast food chains similar to Chipotle. This medium is also more communicable—an entertaining commercial will convey a message of “industrialized food is bad, local and sustainable food is good” much more rapidly and effectively than bland documentary–style texts or movies. Further, the ethos evoked by a warm animation style and sympathetic anti–hero allows for a stronger sentimental connection than a jumble of statistics does. And the fact that this advertisement has become a fervent topic of debate is an accomplishment in itself. The existence of this dialogue has allowed for people from all different walks of life to join the conversation and form opinions and responses to the problems of our food industry. Even if these conversations aren’t leading to immediate action, vitalizing the debate with new perspectives can do nothing but help. -Jessi Yackey
Counterpoint: Manipulative Snagging “Pure Imagination,” a popular song from “Willy Wonka & The Chocolate Factory,” is one way to fool an audience. “Come with me, and you’ll be in a world of pure imagination.” Chipotle has really outdone itself with the new three–minute “Scarecrow” advertisement, the company’s latest attempt to deride mainstream factory farming and endorse their so–called organic, locally sourced and small–scale, family–farm supportive practices. But the only ones living in a world of pure imagination are the executives at Chipotle, the ad agency responsible for this borderline comical masterpiece and everyone who allowed him or herself to be fooled by Chipotle’s chip–ocracy. The animated video is a bit eerie in tone; a scarecrow works in a large industrial factory farm rife with appalling mechanized practices—heaps of cows confined in crates and obese, claustrophobic chickens about to be slaughtered—all masked by the motto “Feeding the World.” It’s true that such practices are the norm among industrial food companies and that the products they provide are rife with genetically modified organisms, antibiotic–treated meat and produce grown via mono-cultures and energy intensive practices that are hardly humane and definitely eco–unfriendly. Rebelling against these horrors, the troubled scarecrow, an obvious avatar of the Chipotle corporation, heads to a small, pristine farm and begins harvesting his fresh vegetables (animal products are curiously absent) and cooking with them. Okay, so what? For Chipotle to just imply that its practices are sustainable and humane, well, feels like total bullshit. Are we just supposed to take Chipotle’s word that it's so radically better than Monsanto, McDonald’s, Kroger or the other food companies that claim to source their products sustainably and treat their workers humanely? As Diana Pritchard, a Michigan hog farmer who blogs at righteousbacon.com, phrased it, “Chipotle’s number one priority is to sell burritos by whatever means necessary.” Pulling at our heartstrings with a vague but beautiful short feels more exploitative than informative. If Chipotle really wants to convey its commitment to humane, sustainable food, it should give us full transparency from farm to table, rather than divert our attention with a story of “pure imagination.” -Hannah Cutler
