Fast-food chain creates an evocative video to suggest a more natural alternative to how we process our food.
Chipotle is keeping it local. This Sunday during the Grammy Awards the fast-food Mexican chain will air a two minute ad illustrating the disturbing reality of food production and distribution in the United States. The video is not wholly dire, however, and is tinged with a fair bit of optimism. Featuring a Willie Nelson rendition of Coldplay’s “The Scientist” and cute animated pigs, farmers and tractors, the video, “Back to Start” suggests an idyllic alternative to industrial-based food business.
Nelson’s song is currently on sale on iTunes and proceeds go to the Chipotle Cultivate Foundation, which is dedicated to encouraging sustainable farming methods.
Check out the ad and screen shots below.