Over the past week, close to five million people have viewed what essentially is an infomercial on YouTube.
But not just any infomercial. It is, in fact, what one critic has called "the most beautiful, haunting infomercial you'll ever see." The product is Chipotle, the upmarket Mexican fast food chain, but there is almost no reference to the brand or its products. Rather, the film - called 'The Scarecrow" - is a poetic look at the impact that processed food production can have not just on our stomachs, but also on our souls. The music is a Fiona Apple cover of "Pure Imagination," the song from "Willy Wonka and the Chocolate Factory, and it is perfect.
"The Scarecrow" isn;t just an attack on "big food," however. More importantly, it is a paean to the virtues - nutritional, psychological, spiritual, physical, economic - of sustainable farming practices.
And perhaps most importantly, "The Scarecrow" is incredibly well done. Kudos to Chipotle for commissioning it, and to Academy Award-winning Moonbot Studios for producing it.
Watch it. It is an Eye-Opener.
- KC's View: