Beautiful Chipotle Promo Video Goes Viral

Chipotle has already mastered the art of tasty, fast-casual dining, and it seems it’s pretty adept at producing short films, too. The burrito chain’s newest promo is a beautifully crafted three-and-a-half-minute video called The Scarecrow, part of a larger campaign that includes a free iOS game.

(MORE: Chipotle Battles Burrito Fatigue with Freebies)

But the video doesn’t seem like a commercial or a promo at all. Instead, it’s the kind of dreamy, lilting mini-movie that you’d watch before a full-length Pixar film. It features the song “Pure Imagination” from the 1971 Willy Wonka & the Chocolate Factory, covered by Fiona Apple. Chipotle provides the following plot synopsis on its website:

In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows…