They broke through the clutter and rose to fame on the backs
of short, cheeky billboard messages; the punk-alternative, skater-boy of the
fast food industry. But even then, their belief in “food with integrity” showed through.
“Back to the Start”
This past weekend, Chipotle served up their first national
TV spot. In it, the growing (alternative
to) fast-food chain dropped the cool-kid act, opting to take a more serious
tone. The 2-minute spot was a visually stimulating bird’s eye view that
time-lines the increasing industrialization of American agriculture.
From green and lush open pastures, to gray and damp crowded
factories, kudos to Chipotle for devising a non-gory way to depict the horror animals
endure during processing. We liked the subtle inclusion of growth hormones and
factory by-product pollutants, less violent but still serious pitfalls of the
highly-mechanized alternative to traditional farming.
Watch it here:
A playful, yet powerful illustration of an industry that’s
all too quick to drop humane practices in exchange for efficiencies gained with
mass-production and greed. By painting a dark picture of the industry majority,
Chipotle reminds viewers of its stead-fast commitment to sustainability and the
ethical treatment of animals.
Way to go, Chipotle! You’ve got hip, cool and kind together
in perfect harmony – not an easy task.
Note: This is not
the only long-form, pro-traditional farming ad Chipotle has released. Back in
October, the chain unveiled “Abandoned” which brought to life
the hardships many American farmers face today as their industry bends more and
more to the competitive pressures of big-business.
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