Chipotle Blurs the Lines Between Content and Advertising/Branding

A new series on Hulu blurs the lines between content and advertising in a way we haven’t seen since George Burns and Gracie Allen started talking about Carnation Evaporated Milk in the middle of their sitcom.

“Farmed and Dangerous” is a new series that takes on agribusiness.  According to the Vocus blog, it is an “hilarious look at the agricultural food industry and an evil processed food company that attempts to fool the public about its client’s dangerous/unhealthy animal feed products.  And oh yeah, Chipotle’s name is almost nowhere to be found within the show.”  They call it “un-branding.”

Is this more effective than a commercial for Chipotle?  Is it more insidious?  Is it both?