We guess one must feel at least a little bit nostalgic for a time when things were simpler, purer and not so…processed when viewing this new work from Chipotle which rails against industrial farming’s treatment of pigs. The work is accompanied by a Willie Nelson cover of Coldplay’s The Scientist.
In the two minute video which will be shown in 5,700 movie theaters, the story of a pig farmer is told. After having second thoughts over his farming practices, he returns to his roots and unboxes, as it were, his pigs and, one assumes, kills them in a more humane manner.
Of the work, Chipotle CEO Steve Ellis said, “We have always understood the importance of serving food that is raised right. We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it.”
It’s beautiful and all. But we still kill pigs and eat them.
