2020 might be a weird year so far, but we still didn’t see this coming.

An 11-year-old country singer stars in a garish music video about cow farts and burps, directed by French filmmaking legend Michel Gondry. What a combination of concepts. But if there was one advertiser to combine such a surprising collection of elements, it’s Burger King.

The fast food brand that revolted (and also impressed) the world with its ‘Moldy Whopper’ at the start of the year is raising eyebrows again with the video starring “the biggest little star in country music”, Mason Ramsey, whose biggest claim to fame to date is probably his viral yodelling performance in a Walmart. It’s been created to announce the introduction of the Reduced Methane Whopper - a burger made from the meat of cows that have been raised on a special diet and as a result emit less greenhouse gases.

The bizarre video was created by creative agency We Believers and the Partizan Pictures director to explain the work BK has been doing with scientists to reduce the company’s impact on the climate through greenhouse gases. But it’s all delivered with joy and weirdness, in a mode that fans of Gondry’s music videos will recognise, complementing the song’s cheeky lyrics with bold colours and cartoonish props.

According to the UN, livestock accounts for almost 15% of global greenhouse gas emissions. BK claims that the diet it’s developed with scientists that includes lemongrass means their cows excrete 33% less methane.

Select BK restaurants in Miami, New York, Austin, Portland, Oregon, and Los Angeles will offer Reduced Methane Whoppers while supplies last.