Chipotle's 'Scarecrow' ad, featuring Fiona Apple: Watch here | EW.com

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Fiona Apple records haunting 'Pure Imagination' cover... for Chipotle ad -- VIDEO

Oh wait, my bad – that’s not an ad, it’s “the companion film for Chipotle’s new app-based game.” It even has an evocative name: “The Scarecrow.”

To be fair, the video – with its Pixarian animation, Apple-provided soundtrack, and socially conscious message (factory farms are bad, y’all!) – isn’t exactly a normal fast food commercial. It’s possible to watch it without even realizing it’s trying to sell you something… at least until the burrito baskets start showing up.

“ ‘The Scarecrow’ is at once an addicting game, a poignant short film, and a project that reflects what we believe in,” Chipotle writes on the project’s website. “The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us.”

Noble goals, to be sure – though at the end of the day, a well-made burrito commercial is still just a commercial about burritos. Right?