Chipotle has worked hard to position itself as alone among fast food restaurant chains to emphasize its commitment to responsible sourcing practices, and its latest advertisement is a haunting takedown of corporate factory farming.
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.
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.