Mexican-themed restaurant chain Chipotle enlisted the help of Oscar-winning animation house Moonbot Studios and Fiona Apple to create a short film, “The Scarecrow“, to promote sustainable farming. Although an iOS game of the same name was released in conjunction, the video is what’s generating buzz for the brand online. Being dubbed “the most beautiful, haunting informercial you’ll ever see”, the real driver behind it’s viral success is the video’s “physiological arousal” amongst viewers.