The new animated Chipotle ad is getting some serious attention, not only because of it’s spectacular visuals, but because of its anti corporate, pro ‘natural food’ message. Chipotle split from previous owner McDonald’s in 2006, and it has made sourcing natural food from local farmers a selling point. Their ad campaign clearly seeks to highlight this, presenting a dystopian fantasy world where all food production is controlled by fictional industrial giant ‘Crow Foods’. In the ad, a solitary scarecrow sets out on a mission to provide an alternative to the unsustainable processed food from the factory – and comes up with something that looks remarkably like the Mexican food you see in Chipotle. Check it out below:
The ad is spectacular, but also pretty sad. Are we really at a point in time when eating food that hasn’t been pumped full of antibiotics and shipped, frozen, from a factory thousands of miles away to a deep fat fryer in a shitty outlet mall restaurant is a sign of rebellion? Bear in mind that America’s mortal Communist enemy Cuba is now almost 100% organic, and virtually completely self sufficient (Cubans manage to consume 2600 calories a day, more than the recommended minimum for a grown man to live comfortably on). Obviously it’s hats off to Chipotle for doing something, but it’s not really a lot to get excited about.
At least it looks nice.
Ben Cohen is the editor and founder of The Daily Banter. He lives in Washington DC where he does podcasts, teaches Martial Arts, and tries to be a good father. He would be extremely disturbed if you took him too seriously.