If you have seen The Eternal Sunshine of the Spotless Mind you know where director Michel Gondry’s head is at. He can at times be bizarre and has a distinctive visual look for his films. His latest project is a YouTube advertisement for Burger King staring Mason Ramsey (the 11-year-old yodeler) whos video of him yodeling in a Walmart went viral.

The video called “Cows Menu” is promoting the fast-food chains Reduced Methane Whopper, which I have absolutely no idea as to what that is. Ramsey leads a sing a long musical number about reducing methane emissions in a live-action, stop motion, multi-layer transforming set that features all sorts of colorful props and backdrops.

You have cows farting cotton ball clouds, bedazzled gas masks, lemongrass hats, and our hero – Ramsey – dressed in white the way all goodguys should be. It is quite the experiece.

The campaign was produced by We Believers in conjunction with Partizan and focuses on Burger King’s latest initiative to combat greenhouse gasses. The tag line at the end of the spot reads “Since we are part of the problem, we are working to be part of the solution,” addressing the fact that farm livestock accounts for 15 percent of global greenhouse emissions. The lyrics in the song explain further, that the Reduced Methane Whopper has been developed by feeding the cows a new diet including lemongrass, which means their cows excrete 33 percent less methane.

It’s a fun spot and actually engages, or at least it did for me. I watched the entire thing. Twice. It does make you pay attention, which is the formula for a successful ad. Now lets see how many people click through to learn more, and how many people buy a Reduced Methane Whopper.