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 journey 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 spot.
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 in 2012.
[via Business Insider]