OK, That Chipotle Ad Is Amazing… But It’s Also Not Honest

OK, That Chipotle Ad Is Amazing… But It’s Also Not Honest
To sign up for our daily newsletter covering the latest news, features and reviews, head HERE. For a running feed of all our stories, follow us on Twitter HERE. Or you can bookmark the Kotaku Australia homepage to visit whenever you need a news fix.

Last week, a trailer/ad for a Chipotle game went viral — and if you’ve watched it, it’s easy to see why. The ad creates a Pixar-esque world where one brave Scarecrow decides to stop participating in a culture of processed, genetically altered food.

It’s good… but also kind of weird to think about, when you consider Chipotle is a corporation itself (making the message seem a little conflicted), and no matter how well-delivered the ad is, it’s still trying to sell you a product/brand. Also, it definitely uses meat products.

Enter the Funny or Die folk, who have created a more honest parody of the ad, where Chipotle is more upfront about their intention and manipulation. This version even has its own version of that haunting Fiona Apple song!

Here’s the original, for comparison’s sake.


  • Yeah fair call. I thought the meat part was particularly dodgy. Not only do they not show meat in the metaphorical store, but according to wiki “While Chipotle targets using only naturally raised chicken, beef, and pork in its restaurants, supply chain issues occasionally cause restaurants to switch to conventionally raised meat.

    If you de-bs that, they’re saying that an unspecified portion of our meat is the same factory farmed meat as everyone else.

    It’s great that they’re at least trying to do the right thing, but if you’re going to take the moral high ground, you better be squeaky clean first.

    Hmm. I wish we had something like Chipotle in Australia anyway, hell of a lot more effort towards doing the right thing than I’ve heard from any chain that operates here.

    • Chipotle’s had a net income of over $270m in 2012 alone. They are the big guys, and they’re trying to make you think they’re not – seemingly successfully

      • Compared to McDonalds 5.4 billion dollar net income in the same year, they’re the little guy. At least they’re attempting to make a difference by choosing cruelty limited products.

        • yeah fair enough i guess, they’re still pretty big though – everyone looks relatively small compared to one of the largest companies on the planet – the issue for me is that they admit that they don’t use cruelty limited products if they’re not available, and they give no indication of how often that occurs – it could be a lot, it could be a little, we just don’t know. that being said, given my experience working in that industry and in shipping i would think non-cruelty free products probably comprise a consistent, if not substantial part of their supply chain.

          you’re totally right though, at least they’re trying

  • Say what you will about Chipotle not being perfect, they’re doing something, which is better than can be said for pretty much any other fast food chain. The ad is brilliant. Sure, it’s not the whole, unabashed truth, but I challenge you to name one advertising campaign by a major company that’s ever been perfectly representative of the company.

    • I agree that Chiptole is partly bad because it uses some factory farmed meat, and meat at all, and serves soft drinks. But they aren’t the best fast food chain. Subway. Vege-Delight. No meat at all. I get mine with no cheese, Vegan. Also, you can go to any Thai restraunt and get stir-fried veges in peanut sauce, vegan and yummy!

Show more comments

Comments are closed.

Log in to comment on this story!