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Chipotle 'Scarecrow' a moving, impressive ad

The fast food chain advertised its iOS game with a haunting animated short film highlighting the evils of factory farming.

By GABRIELLE LEVY, UPI.com
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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. 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.

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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.

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