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Chipotle Back to the Start Willie NelsonChipotle Back to the Start Willie Nelson

Chipotle's 'Back to the Start' Commercial Airs During Grammys

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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.

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  • Joe

    The name of the song is “The Scientist” not “Back to the Start.”

    • Jeanette_E

      And that is stated in the article. However the name of the commercial is “Back to the Start”.

  • Crwfrd L

    The song was ‘the scientist’

  • Nothoney

    Beautiful? This is more brainwashing by Big Ag for happy meat. Don’t buy into the humane myth, people: http://www.humanemyth.org/

    • Mfaller22

      Just checked out that website. It seems like brainwashing for the other side. It subversively leads you to the only “logical” conclusion of veganism. There are ways to eat and use animals humanely and environmentally postive.

  • Beemer

    Yeah, if only it were so…..

  • Beemer

    to Nothoney,

    Know your farmer, know your food. There are ways of treating our food with respect, regardless how some may pervert the process.

  • Conrad

    I like the intent but there is no such things as Humane Meat. Killing a pig that has been”treated with care and respectfully” nullifies any caring and respect that was shown to it IMO.

    Again, good intent, a good start, but we can do better

  • texasaaa

    Willie, I love you so! Your the ultimate Democrat. We never did agree totally on politics but I am SOOOO addicted to that voice. When you die, a part of me goes with you.

  • Jennybrown

    For those who believe that since we don’t meat or animal products (well-proven) then why would a civilized society continue to try to find to promote “humane” products when no matter what – a life is taken for the trivial please of your tastebuds. Ask yourself – could it all be wrong? Could animals be here WITH US and not FOR US? It starts from there. Taking another life is murder and there is nothing compassionate or humane about it.


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