Here's something I never thought I'd say: The new Chipotle commercial is really worth watching. First of all, it doesn't feel as much like a commercial as it does an Oscar-ready animated short, built by Moonbot Studios, depicting a society where factory farms have stripped the world of everything natural. Crows run the food juggernaut, Crow Industries, and the 3-minute video follows a scarecrow who finds another way to live in the world. There are shades of Wall-E and Idiocracy, and it's set to Fiona Apple's haunting cover of "A World of Pure Imagination."
The ad is to promote Chipotle's new Scarecrow app, a game available for the iPad and iPhone that tracks a scarecrow as he goes through the world to " protect vulnerable veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all while dodging the menacing Crowbots," according to the game's description.
Chipotle famously doesn't advertise on TV, but you might remember the burrito chain's previous animated commercial, "Back to the Start," featuring a Willie Nelson cover of a Coldplay song.