‘The Scarecrow’ Chipotle Ad Just Broke Our Hearts… Then Put Them Back Together Again

Ugh, Chipotle. Why you gotta do us like that? Thanks to you we’re a sobbing mess and feeling all sorts of guilt for eating those frozen chicken nuggets at the back of the freezer.

Earlier today, the burrito chain launched The Scarecrow, a new mobile game available on the iPhone, iPad and iPod touch. The arcade-style game puts the player in the shoes of a scarecrow trying to fight the evil plans of Crow Foods, a company that produces processed food. The Scarecrow’s ultimate goal being to educate the public on the food industry.

To accompany the game, Chipotle released a short film starring the scarecrow and documents the sad, dark reality he lives in — one that is fraught with mistreated animals and melancholy factory scenes. As Fiona Apple’s cover of “Pure Imagination” plays in the background, one can’t help but feel a tug of heartstrings.

There is a happy ending, however, just watch for yourself below: