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.

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