Posted: February 13, 2012
For years now, musicians and actors have taken time out from patting themselves on the back during awards ceremonies to advance politicized causes. The mega-produced shows, which take a public willingness to indulge the already pampered in self-congratulation all the way to the bank, now serve as a platform for entertainers to remind us that they are thoughtful, culturally-aware types. Seemingly, it wasn’t enough for them to be richer and more attractive. Now, they have to prove an intellectual and moral superiority by raising a ruckus on the hot issue of the day.
At the Grammy Awards this year, Chipotle cashed in on this trend releasing a two-minute commercial decrying the evil of modern animal agriculture. Willie Nelson, long known to be a fan of a different type of farmer, strummed and sang to a Coldplay tune as cartoon images of a farmer and sweet little cartoon piggies drifted across the screen.
Personal repulsion to the insufferably self-aggrandizing, overly-produced, pseudo-intellectual impersonation of actual pain that underlies Coldplay’s music aside, the commercial plays upon the tendency of people to project what they want onto what they see.
Without a word, the ad strums along with melancholy nostalgia. The pictures show that many animals now, yes, live in barns. The sweet little cartoon pigs are shown actually locked behind a jail cell door like criminals. The farmer debates medicating himself, as shown through a thought bubble with a pill inside, or releasing his pigs back into pastures and blue sky with chickens running about too.
Luckily, it isn’t an actual depiction of how tender piglets might fare in a cold Iowa winter or how chickens do interact when left to their own devices. Instead, it is the same sort of wishy-washy, rose-tinted vision that most people would like to be true, despite the many difficulties with the realities of such a situation. If you are already projecting an actual message for Chipotle, it isn’t a stretch to willfully block out the fiction underpinning the situation.
Instead of buying into the portrayal of agriculture in the commercial, Nebraska farmers and ranchers fought back by showing the amazing story of the livestock industry in a commercial of their own. With solid information presented by actual human beings, the ad stands in stark contrast to Chipotle’s. Unlike its counterpart it offers a forthright message too – Farming is ethical. Learn about it and become a fan.
As a public, we should applaud this effort. Unlike the fast food giant, the farmers and ranchers of Nebraska trust that an informed public will see how amazing agriculture actually is today. They stand behind their production practices and invite those outside of the industry to learn more. They do not create a dream world with sappy music and emotionally evocative drawings. They treat thinking adults as such rather than signing them a lullaby.
So become a fan. Farmers work hard every day to produce a wide-variety of healthy, quality food options for us to enjoy. So many in fact, that it would be easy to avoid Chipotle, demonstrating an unwillingness to accept their uninspired brainwashing, in favor of a those other options until they hit a less condescending note.
BTW: If you want to know about the actual Chipotle, the one that they obscure through this kind of advertising, check out past reporting from Corn Commentary here.