The fast-food chain Chipotle has produced a beautiful, haunting animated video that depicts industrial-scale farming as a scourge of the animals and people who inhabit the commons.

The short film, titled “The Scarecrow,” follows a scarecrow through a nightmare world of factory farmed foods while an emotionally dissonant cover of “Pure Imagination” from “Willy Wonka and the Chocolate Factory,” performed by Fiona Apple, plays overhead. The clip is sure to produce uncomfortable feelings in viewers who are wary of any major corporation’s attempt to portray buying its products as an act of humanitarianism.

The film is paired with an iOS game, which The Verge reports offers a free burrito from Chipotle to anyone who finishes all four levels.

— Posted by Alexander Reed Kelly.

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