Chipotle’s Factory Farming Fairy Tale

Chipotle has outdone itself. In 2011 it released the impressive Back to the Start, which laid the groundwork for the restaurant’s anti-industrial image. Now it’s taken the next step with The Scarecrow.

The video follows an animated scarecrow through the horrors of industrial agriculture, and tugs on more than a few heartstrings in the process. The ad has taken off in a big way—in a week, it’s picked up almost as many views as its 2011 counterpart has in its lifetime so far. It creates something of a mythology for the brand—a good, wholesome starting point in a corrupt world.

The video also launches a new mobile game, Chipotle Scarecrow, which lets the audience play through the Scarecrow’s journeys.

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