Remember when everyone freaked out after Chipotle’s “Back to the Start” ad featuring Coldplay that ripped apart industrialized farming? Now, they are at it again with a new short film, made as a companion to their new mobile app game, that is arguably even stronger.
Featuring Fiona Apple singing that eerie song from Willy Wonka, Pure Imagination, the short animated film shows a scarecrow who works at a factory farm, and his sadness over how industrialized our food system has become. Of course, he shows us there is another way, a better way to treat our bodies, the planet and the animals.
Chipotle writes on their new site, “‘The Scarecrow’ is at once an addicting game, a poignant short film, and a project that reflects what we believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us.”
Check out the video below. This thing is going viral fast.