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Chipotle depicts the brutal automata of factory farming in animated short featuring Fiona Apple

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Chipotle's The Scarecrow
Chipotle's The Scarecrow

Concern over factory farming — the practice of large-scale, high-density livestock production — is nothing new, but Chipotle has produced the most nightmarish take on the theme yet. The animated short is titled "The Scarecrow," and follows the titular scarecrow as he navigates a dystopian world of industrial foods, all set to an unsettling Fiona Apple cover of "Pure Imagination" from Willy Wonka and the Chocolate Factory. It's of a piece with larger concerns over the environmental impact of the food industry — although in this case, it also doubles as fast-food marketing. The film is paired with an iOS game, which offers a free burrito to anyone who finishes all four levels.