Back in August, Chipotle Mexican Grill released a short film decrying the effects of factory farming with the help of delightful animation and a Willie Nelson cover of Coldplay’s “The Scientist.” Now the latest effort to promote the burrito chain’s Cultivate Foundation, a supporter of sustainable farming initiatives, and Farm Aid has indie rock darling Karen O of the Yeah Yeah Yeahs singing Nelson’s “Mammas Don’t Let Your Babies Grow Up to be Cowboys” in a short film directed by David Altobelli.
The video sees three kids discover and roam around an abandoned farmhouse one night, getting up to the usual hijinks any group of pre-teen boys would in a similar situation—smashing windows, looking at old pictures and generally running amok. Until an old grandfather clock topples and scares the bejeebus out them and they jump on their bikes back to their still functioning farmhouses.
The graphic then comes onscreen to say that every week in the U.S., 330 farmers leave their land and asks viewers to get involved in Chipotle’s cleverly-named Boorito Halloween charity fundraiser for small farms.
With its creative approach—long-form content (by 30-second ad standards) using quality film and music to promote both the brand and its ideals—this is definitely a marketing effort to watch. Here’s hoping there’s plenty more to come. Arcade Fire covering Waylon Jennings? Merle Haggard sings Radiohead? The possibilities are endless.