Are we emotional, now?

I’ve seen a lot of good advertisements lately. Well, a lot of good television advertisements.

Chipotle released their anti-mass food production commercial "The Scarecrow" to the tune of Fiona Apple’s cover of “Pure Imagination”—a haunting tune from the 1971 film “Willy Wonka & the Chocolate Factory”.

It's fantastic.

What I like about the ad is that it doesn’t try to shove the Chipotle brand down your throat; instead, it’s addressing the ramifications of mass food production by imagined competitors.

The style of the ad is similar to Chipotle’s ad last year, "Back to the Start", which won the Cannes Lion International Festival of Creativity’s top award.

One of the defining characteristics of these ads, much like the style, is the song choice. Last year, it was Willie Nelson’s cover of “The Scientist”. His raw voice, sounding weary and exhausted, encapsulated the commercial’s message that animal farming was heading in a detrimental direction for the environment and society.

Ready to bawl?

The second ad is for the phone company TrueMove H.

It begins with a young boy, who has stolen painkillers from a pharmacy and is chased out onto the street by the owner. A man from a nearby café witnesses the confrontation and comes to the boy’s aid. He pays for the medicine and has his daughter give the boy some veggie soup as well.

Years later the man from the cafe collapses and is taken to the hospital. As the daughter looks over the hospital bill, she realizes she can’t afford the costs. In desperation, she puts her house up for sale.

The next day at the hospital, she sees that the bill has been paid for. The commercial then reveals that the boy who stole the medicine ended up becoming a doctor and has paid for everything as a thank you for the painkillers and veggie soup.

The tagline: “Giving is the best communication”

Can I get a loud, collective “AWWWWWW”?