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.