The song is too sad.
Most of the spot focuses on the negative.
The animation style is weird.
It's too long.
I don't know what the product is until the very end.
There's no strong call-to-action.
Where the hell is the food? You can't have a food commercial and not show food?
People don't like to be reminded that their food comes from animals.
Willie Nelson is too old for the target market.
Willie Nelson is too country for the target market.
It reminds us of what's wrong with things.
It could be for any farm-fresh product.
There's no voice-over walking us through Chipotle's philosophy.
The cows in the good half are square. Square reminds me of boxes, which isn't natural.
The length isn't good for television, and if we don't run it on television who's going to see it?
The farmer is too fat.
I'm sure there are more. What else?