The Scarecrow

A new Chipotle commercial has been grabbing headlines worldwide for its powerful portrayal of the dark world of factory farming. The provocative ad, which has gone viral, further positions Chipotle as a chain committed to improving animal welfare and protecting the environment. The three-minute, animated online video called "The Scarecrow"--viewed by six million people in its first week--is a follow up to Chipotle's earlier, groundbreaking "Back to the Start" and takes shots at its competitors' "All Natural" and "Farm Fresh" advertising claims.

Some are even wondering whether Chipotle is actually promoting vegetarianism in the ad, which depicts the protagonist scarecrow leaving his work at a terrible factory farm to start a farm stand at which he appears to use only vegetables to make the burritos he sells. What do you think?