Some of you may already have been awestruck by the mesmerizing
Chipotle ad with the amazing Willie
Nelson cover of Coldplay's "The Scientist":
The two-and-a-half minute ad embracing sustainable farming
has aired in 10,000 movie theatres throughout the U.S. and has
over four million hits on YouTube
The animated ad -- created by the Hollywood talent agency CAA
-- takes aim at big commercial food production and promotes a
sustainable, family-farming model by telling the story of a
farmer who loses his way.
"We have always understood the importance of serving food that
is raised right, but that is a difficult thing to communicate
with the limitations of traditional advertising," said Steve
Ells, founder, chairman, and co-CEO of Chipotle,
told Business Insider.
"'Back to the Start' tells the story of a farmer's
from traditional farming to an industrial food production
model, then back to his roots of traditional farming again - a
story that tracks closely with some of our suppliers and that
demonstrates why we think it is so important to serve food made
with ingredients from more sustainable sources."
The ad spot will air during Sunday night's Grammy Award
broadcast and will represent Chipotle's first-ever national TV ad
Chipotle claims to be the only fast food chain to use organic,
locally grown ingredients. This summer, the burrito chain
launched the Chipotle Cultivate Foundation, created to support
family and sustainable farming practices.
"For more than a decade, we have been working to improve the
nation's food supply by finding more sustainable sources for all
of the ingredients we use in our restaurants," Ells said in a
press statement. "By creating the Chipotle Cultivate Foundation,
we are extending our reach beyond our restaurants and will be
supporting organizations and people that are working to improve
individual family farms, animals and the environment, and youth
and education programs."
According to Business Insider, 26 million viewers tuned in to
the 2011 Grammy Awards, and an even bigger audience is expected
[via Business Insider]