The new Chipotle "scarecrow" ad has been lauded across the board as a piece of great advertising.

The Chipotle scarecrow ad has been called "brilliant, haunting" and "amazing" in headlines alone. MSN said it was "sure to win a Clio award, which is the advertising industry's answer to the Oscars."

However, what if the Chipotle scarecrow ad ad is just....manipulative?

As Huffington Post pointed out, "We know we should all be making better food choices, but now we're feeling an overwhelming amount of sadness and guilt after watching".

Let's remember that Chipotle has thousands of locations worldwide and was once owned by McDonalds-- so eating at Chipotle isn't exactly supporting small farmers.

Let's also remember that advertising used to create guilt isn't exactly the best model of...anything.

The ad has an anti-industrial food theme-which is good, sure-and "aims to educate and engage the public about food issues."

The Chipotle scarecrow ad was based on Chipotle's first ad, which had Willie Nelson singing Coldplay's "The Scientist" and had an anti-factory-farming theme; "Scarecrow" features Fiona Apple singing "Pure Imagination". However, "Scarecrow" makes people "experience sudden onset depression," as the Huffington Post put it.

As MSN Money points out,

"The reality about how food is produced in the U.S., however, is more complicated than the sad Chipotle scarecrow would have us believe."

After all, according to WebMD, "there is no evidence that organic produce is more nutritious than conventional ones", and it are more expensive, which is a deterrent to low-income families. Organic produce is often shipped further---thus using up greenhouse gases in fuel. Small, local farmers often can't afford to get licensed for organics. And, in addition, organic farming uses far more land. "If the world switched to organic farming, we'd need to cut down 10 million square miles of forest."

Still, in the end, Chipotle scarecrow's message has a point-a strong one, yet, as MSN says, "consumers need to resist the temptation to reduce the issue to a question of good guys and bad guys."

What do you think about the ad? Watch below and sound off in the comments: