The Scarecrow – advertisement for Chipotle

Here’s the ad we watched at the beginning of class on Thursday.

I’d like folks to problematize this move by a fast-food chain.  There’s a great conversation that is ongoing on this site.  Many interesting thoughts being put forth, from criticism of the flavour of the food to questions of the portrayal of the food as vegetarian in the final bit of the video.

Also, take the time to visit Chipotle’s site.  What do you see there?

I think it’s stellar that a major corporation is bringing these conversations forward and carving out an entirely different niche in the major food market, but there are still many questions to be asked.  Is Chipotle appropriating the values of slow, local, organic, ethical food, or are they really supporting the values we are discussing in class?