Watch the ad here:
The use of advertisement servers as the foundation for modern television. Clearly, without advertisement, television would be a much different arena. Of the many types of advertisement, some of the most impactful ads center around themes of cultural identity, pride, and integrity.
Chipotle released a stop-motion ad based that centered around the values that Chipotle has as a brand. Titled "Back to the STart", Chipotle aimed to establish itself as an honorable brand by showing a pig farmer giving way to industrialization only to return back to good ole' fashioned farming. See below:
Chipotle drew in quite a large audience with their "Back to the Start". Using classical conditioning, the ad uses stimulus such as Willie Nelson, Coldplay, modern cinematography, and work ethic as it establishes an emotionally invoking sentiment in an unrelated brand. As the commercial nears the end, the pig farmer realizes the dangers of abandoning ethic, and exhibits pride in his work.
However, Chipotle orchestrates this entire ad without presenting an evidence. They don't say their products are chemical-free or American-grown. In fact, when you consider Chipotle as a subsidiary of the McDonalds corporation, the evidence would seemingly show Chipotle to the contrary seeing as McDonalds is known for their additives and mass production. Furthermore, Chipotle was created in response to trending local restaurants. This means that the local businesses that bought homegrown, healthy ingredients were put out of business by franchise operations underselling the local businesses.
What do you think of a Chipotle misrepresenting itself? Should deliberately vague ads such as this one be allowed to run without some truth to their advertisement?