Here‘s a useful critique, by David Sirota in Salon, of Chipotle’s wildly successful “Scarecrow” ad. A sample:
In other words, his solution to the meat-producing factory farming system he hates is not just a meat-based system that slaughters animals in a more humane fashion — but a plant-based system that wholly avoids such slaughter. The contrast between the first and the second half of the ad is the story here. The first half is all about meat eating and animal killing, while the second half — the solution part — has nothing to do with meat eating and avoids blatant references to the act of killing animals.