The Chipotle Scarecrow Advertisement is the latest ad for the brands ‘Cultivate a Better World Campaign.' Previously, the burrito chain featured Willie Nelson and Karen O; this time around, Fiona Apple lends her vocals, singing ‘Pure Imagination.’ Apple's ethereal voice is the perfect back track for this poignant short film. The ad features the Chipotle scarecrow touring the gloomy Crow Foods Inc. factory whose tagline boasts "100% Beef-ish!," witnessing chickens being given growth hormones and cows in overly cramped quarters.
Discouraged and sad, the scarecrow returns home to discover a fresh red pepper in unlikely surroundings; this is all the inspiration he needs to begin cooking up a storm! Chipotle is aiming at inspiring viewers to engage in ethical, organic farming with this heart-wrenching advertisement with a hopeful ending.
The video is being released in a conjunction with an app also called 'The Scarecrow,' which places users in the same dystopian fantasy world that the video takes place. The object of the game is to overthrow the monopoly that Crow Foods has.