Way to pull on our heartstrings, Chipotle. We know we should all be making better food choices, but now we're feeling an overwhelming amount of sadness and guilt after watching this new short film.

This film is an advert for a new game for the Chipotle chain. The game aims to educate and engage the public about food issues. The above film, which coincides with the game's launch, features Fiona Apple singing "Pure Imagination," originally from "Willy Wonka and the Chocolate Factory."

The eerie music, combined with the scenes of a sombre factory (100% beef-ish!) produces a heavy-handed but effective message. The scarecrow grows increasingly sad as he sees chickens getting stuck with needles so they grow faster, and cows unable to move from their pens.

But then, after leaving the factory, he finds a fresh red pepper, growing in a bleak spot of land where no other fresh food is found. He's inspired to start cooking. Suddenly everything is beautiful again! The ad ends with the slogan above his new fresh food stand, "Cultivate a better world."

Slightly soiled by the game trailer at the end, but then nothing is perfect!

Teaching Ideas

• Create a feelings graph for the scarecrow as he travels through the story.
• Write a persuasive argument for or against fast food.
• Write a story called "Want to change the world."
• Discuss the effectiveness of the message.
• Debate whether we should eat meat.
• Research higher welfare food production and write a non-chronological report.

Link to literature:

• 'Scarecrow and his Servant' – Philip Pullman
• 'The Scarecrows' – Robert Westall