In a new breathtaking ad, Chipotle opens our eyes and leads us to stay awake and remember what films such as "Food Inc."  has shown us. With its alluring soundtrack and tantalizing animation, it brings us to our attention that this is not just another pretty advertisement for a food chain and an up and coming app, but that it's message is one where our eyes, ears minds and most of all, our hearts must be open to: It's the reality of the food industry in less than 4 minutes, oozing with symbolism. 

With the seemingly hopeless scarecrow being our Virgil to the audience's Dante, he show us through this hell that he unfortunately has to be a part of. We see him being part of a dystopian type era, of industry, consumerism and ecology. On the assembly line, he sees products being packed by soulless machines, one of the products being labeled "100% Beef-ish!" Then having to endure watching what he's apart of, as he sees a poor consumer mindlessly line up and devour the mechanically processed, chemical induced "food". Trying to sympathize for the poor soul, a robotic crow, as though in an Orwellian nightmare, pecks its mechanical beak into our protagonist's face, to make him look away. We go on to see an endeavor of symbolic horrors from the view of our poor protagonist, from an inflated chicken induced with chemicals, to a poor mammal confined to metal box in the dark(It's this stuff that makes one want to go vegetarian). Fortunately, we see there are those who go against the tide, for the good.

We see the scarecrow humbly go on to tackle the big industrial complex, representing that tiny trade of organic farmers who need our support, to turn us from mindless consumers, who are apathetic towards the what's, where's, and how's of our food, to be a consumer who not only cares for the well being of others, but of ourselves as well. Chipotle does an excellent job of showing us this, all under 4 minutes.