It’s not very often that a marketing campaign comes along that is smart, sophisticated and, well, just plain ol’ good, you know?

Chipotle’s newest campaign envisions a future where the crows have taken over the agricultural industry and scarecrows no longer serve their original purpose. Now, for employment, they have to resort to working in the factories that produce mechanized, processed foods. 

Until, that is, one scarecrow realizes the importance of fresh, farm-raised food and decides to do something about it. Not a groundbreaking narrative, right? But Chipotle has smartly made the story gripping (including a remake of the ‘Charlie and The Chocolate Factory’  classic song “A World of Pure Imagination” sung by Fiona Apple).

More importantly, Chipotle has wisely chosen to make this an online campaign (video and a free-to-download app) instead of an in-your-face television onslaught. In fact, their company’s name doesn’t even appear until the very end of the video and, even then, it’s only for an instant.

This is sure to position Chipotle as a smarter, savvier brand who knows the importance of sustainable, fresh farming. The scene at 1:32 is honest and bold – and unlike any advertising you see out there now.