Since the company's founding in 1993, the Mexican food chain Chipotle has introduced the U.S. to the concept that fast food can be made in ways that pay attention to animal welfare, using meat from animals that didn't suffer the cruelties and humiliations of factory farming.
Though the chain has experienced some hiccups along the way—its 800-calorie burritos aren't winning over some fans—the company is still committing itself to a better food system. Its most recent step: becoming the first food chain ever to label genetically modified ingredients on its menus.
Chipotle's newest feat? A haunting ad that brings to light the dark side of unhealthy farming practices. Set to singer Fiona Apple's rendition of the song "Pure Imagination," originally from the 1971 film Willy Wonka and the Chocolate Factory, the new ad features an empathetic scarecrow living in what feels like a dystopian world working for Crow Foods, a big agribusiness run by mechanical crows. Like the company's previous ad featuring Willie Nelson, the animated short pretty brilliantly captures the soulessness and deception food companies use to maximize their bottom lines.
The ad was actually created to promote a new game, The Scarecrow, which Chipotle created for the iPhone and iPad. The goal: To thwart the plans of the "evil crowbots" and bring healthy, fresh food to the people in the town of Plenty. You can download it from Apple's App Store.