This summer, Chipotle became the first US restaurant chain to remove all genetically engineered ingredients from their menu. The company’s mission statement is “food with integrity.”

 

The commercial, done in beautiful animation, is set in a dystopian world. All food production is controlled by one giant food company, Crow Foods. We follow the scarecrow, a worker at the Crow Foods factory, through his workday. As the day goes by, he grows sadder as he sees how the animals are treated. Chickens are jabbed with needles to make them grow faster; cows are stuck in small boxes unable to move.

 

But it is not all dark. After the scarecrow leaves the factory, he comes home to find a fresh red pepper growing in his garden. Suddenly, he is inspired to set up a stand to sell fresh food. The commercial ends with a view of his tiny food stand. A sign hangs above it with the slogan, “Cultivate a better world.”

 

What do you think of the commercial and its message? Let me know in your comments.