With the meat-packing industry and corporations like McDonald's exposed in many a documentary, newer fast-food chains are making the effort to build a reputation on honest meal production, which the Chipotle 'Back to the Start' video looks to show.
The haunting Coldplay 'The Scientist' song fittingly plays in the background, urging viewers to remember how farming used to be in this guilt-tripping video. Showing a farmer who deviated from his free-range farming ways to that of the standard assembly line, what's portrayed is human history as shaped by the Industrial Revolution. With clear environmental consequences shown, the video ends with the farmer reverting back to more natural food production ways, cementing Chipotle's commitment to sustainable food cultivation.
The clip certainly dances on heartstrings, calling for support to corporations who take extra steps to preserve ethical and environmental integrity.
The Cute Chipotle 'Back to the Start' Video Backs Sustainability
Vivian Lau — June 26, 2012 — Eco
References: youtube & idealog.co.nz