The ad, more a short film, is a gorgeous piece of animation that hardly mentions Chipotle at all -- in fact, it's actually advertising "The Scarecrow," a new game for Apple mobile devices.
Set to Fiona Apple's eerie rendition of "Pure Imagination," the film dives into a world when where scarecrows are out of their traditional job protecting fields of growing food, and instead are working for the industrial (fictional) Crow Foods.
The scarecrow sees how awful food has become, with chickens pumped full of antibiotics and steroids and cows kept cooped in crates to keep their muscles weak. He dreams of a better way, and, in the game, works to take down the evil Crowbots running the factories.
Watch the video -- and keep a box of tissues at hand.