Chipotle has gone viral with a new promotional video called The Scarecrow, with more than four million people having watched it since it was posted last week on YouTube. The beautifully crafted three-and-a-half-minute video with its anti-factory farming message is part of a larger campaign that includes a new iOS game, now available for free in the app store. The game aims to educate and engage the public about food issues.
Chipotle’s unsettling new video also features Fiona Apple’s haunting cover of “Pure Imagination,” originally from the 1971 film, Willy Wonka and the Chocolate Factory.
The Scarecrow builds on the burrito chain’s Back To The Start video, released in 2011, which featured Willie Nelson covering Coldplay’s “The Scientist.” Like the new video, the 2011 video centered on the theme of rejecting factory farming and instead adapting more sustainable practices.
