Tonight, while you’re watching the Grammy’s and thinking about Whitney, pause for a moment to focus on Chipotle’s two-minute animated film (or you could just click “play” above). Maybe you’ve seem it since. If you haven’t, you should. Willie Nelson does Coldplay and F2T (farm to table) proud with a moving short about Evil Factory Farms and our locomotion towards mindful eating. No way can you watch this and not feel moved, even if it’s just a little bit.
The film is set to a soundtrack that features a cover of Coldplay’s Grammy Award-nominated song “The Scientist” (nominated for Best Music Video, Short Form in 2004) and sung by 10-time Grammy Award-winner Willie Nelson.
“We are changing the way people think about and eat fast food,” said Steve Ells, founder, chairman and co-CEO of Chipotle, through his publicist. “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.
‘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.”