Back in August, food chain Chipotle debuted a creative animated ad featuring a farmer “as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future.”
The short was made all the more beautiful with a haunting cover of Coldplay’s “The Scientist” by country music legend Willie Nelson. According to the site, both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system; as well as to promote the brand’s sustainable food foundation.
While it’s been a hit online with over 4.4 million views, the campaign just got a major boost by appearing during tonight’s Grammy Awards. Twitter lit up with praise for the message, with one commenter on Youtube even saying the bit made her cry. Says Mashable:
“Most TV ads run 15 seconds, 30 seconds or 60 seconds, but Chipotle decided to buck the tradition by running the full version during the Grammy Awards on Sunday. That venue was chosen in part because of the song’s pedigree — Nelson has won 10 Grammys and the Coldplay version of the song was nominated Best Music Video, Short Form in 2004. This isn’t the first time the film has been seen in venues outside of YouTube, though. It has also run in 10,000 movie theaters since last fall.”
If you missed it, have a look at the full short below. You can also purchase the Nelson cover on iTunes, with all purchases benefiting The Chipotle Cultivate Foundation.