This Brilliant Short Film Plays Out Like the Opening Act of a Movement to Take Down Big Food

Produced by Chipotle and created by the Academy Award–winning Moonbot Studios - this masterfully animated film feels like more than an implicitly subversive attack on big agribusiness corporations like Cargill, Tyson and Monsanto.

In true artistic form, no such names are named, but the message Chipotle is hoping to get out with this admittedly ingenious marketing strategy seems to be clear. When the lines are drawn between the movement for sustainable food and the industrial 'big ag" companies, Chipotle would like us to to firmly identify itself with the former.

The dystopian fantasy is set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory.” It's sung by Grammy Award–winning artist Fiona Apple.

Chipotle's commitment to "responsibly raised beef, pork and chicken" isn't perfect. As you might expect, it's had difficulties retaining this commitment as it's grown to over 1,500 locations, while using conventional meat when the better stuff isn't in supply. Nor have they addressed the last predicament of all organic, free ranged meet -- that last trip to conventional slaughterhouses, where I've yet to hear of any 'cruelty minimized' innovations. 

All those admissions aside, it's safe to say Chipotle is certainly a star role-model for a business its size, and has been taking several steps in the right direction. - FFA


 

www.youtube.com
on Fri, Sep 13 2013 · 10,878 Views
Load Comments
You Might Be Interested In
2 min · Ghetto Physics: Will the Real Pimps and Ho's Please Stand Up! examines the interplay between Pimps and Ho's and how that dynamic is the simplest expression of how power is wielded in the world. Through examples culled from the Hood to Wall Street, the film shows how the same...
57 min · About 70% of the food we eat contains genetically engineered ingredients and the biotech industry is spending million a year to convince us that this technology is our only hope. Using hilarious and disturbing archival footage and featuring interviews with farmers...
70 min · FRESH celebrates the farmers, thinkers and business people across America who are re-inventing our food system. Each has witnessed the rapid transformation of our agriculture into an industrial model, and confronted the consequences: food contamination, environmental...
5 min · The Disney Company's massive success in the 20th century is based on creating an image of innocence, magic and fun. Its animated films in particular are almost universally lauded as wholesome family entertainment, enjoying massive popularity among children and endorsement...
1 min · Trailer for an hour long free documentary examining the world's most crucial problems: peak oil, global warming, poverty, famine, disease, war, terror and others. The film argues that dystopia is no longer a fictional nightmare vision of the future but a living nightmare for...
New
Like us on Facebook?