[2] In a dystopian world named the City of Plenty,[3] the main character, Scarecrow, starts work at the "smoke-spewing" Crow Foods Factory.

According to the Los Angeles Times, Apple's performance "scores scenes of dark devastation" and offers "stark contrast between the world of pure imagination of the lyrics" and the animals being processed.

Brand Voice Lead William Espey added that they wanted to create "this experience, this film and mobile game that would help us support that mission.

"[5] The film reflects Chipotle's marketing strategy of avoiding television advertising; the company's goal is to come across as an alternative to factory farming and a more "highbrow" option over other fast food restaurants.

"[5] Co-directors Oldenburg and Limbert Fabian found inspiration from Willy Wonka & the Chocolate Factory, as well as from Fritz Lang's 1927 film Metropolis.

[8] The Los Angeles Times' Randall Roberts called the film surreal, direct and "visually magnetic", and wrote that "the song as covered by Apple is gorgeous, filled with electronic flourishes and rococo arrangements.

"[4] Slate's Matthew Yglesias complimented the film's animation and music, and called the scene in which cows are seen in small crates "the most poignant moment you've ever witnessed in fast food marketing".