September 13, 2013 at 02:13 PM EDT

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?

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