In this PSA-style ad for Chipotle, an animated farmer modernizes his business, then decides to return to sustainable farming as Willie Nelson sings "The Scientist." The commercial will run in 5,700 movie theaters across the country and Fast Company assures viewers:

It may ring a little false that an enormous fast food chain is trying to end factory farming, but Chipotle often puts its money where its mouth is. It buys more naturally raised meat than any other restaurant company in the country. And this summer, the company committed to using more than 10 million pounds of local produce in its restaurants.

The ad may still prove controversial, as many Americans don't like to see where their food comes from. That adorable cartoon pig may not grow up in cramped, dirty quarters, but he's still going to become a carnitas burrito.