Archive for the ‘Advertisements, Commercials’ Category
Chipotle’s, “Back to the Start” video featuring Willie Nelson named top 5 ads by Wall Street JournalWednesday, December 26th, 2012
The video, uploaded on Aug 25, 2011, has over 7 million views on YouTube
Coldplay’s haunting classic ‘The Scientist’ is performed by country music legend Willie Nelson for the soundtrack of the short film entitled, “Back to the Start.” Download the song now available on iTunes. Label and proceeds benefit The Chipotle Cultivate Foundation. http://itunes.apple.com/us/album/the-scientist-single/id458479961
by: John Mossman
Chipotle Mexican Grill’s animated short film was named among the five best ads of 2012 by The Wall Street Journal on Monday.
The Denver-based burrito chain’s two-minute spot, “Back to the Start,” reflects the company’s emphasis on sustainable farming and more humane treatment of animals — part of its “food with integrity” philosophy.
The ad, featuring Willie Nelson singing a cover of Coldplay’s “The Scientist,” portrays a farmer’s switch from huge industrialized farming to a more environmentally friendly approach.
It was Chipotle’s first-ever national television commercial and made its debut at the Grammy Awards on Feb. 12. Advertising Age said the ad upstaged some Grammy performances.
The ad originally was released in 2011 as an online video and in movie theaters. It was viewed 7 million times on YouTube.
The Wall Street Journal said the ad “hit a sweet spot with consumers, who are increasingly interested in the origins of their food.”
Previously, the ad won the top prize at the Cannes International Festival of Creativity and was the grand-prize winner at the International ANDY Awards, established by the Advertising Club of New York.
Willie Nelson – Heroes tracklist:
1. “A Horse Called Music”Merle Haggard & Lukas Nelson
2. “Roll Me Up And Smoke Me When I Die”Snoop Dogg, Kris Kristofferson, Jamey Johnson
3. “That’s All There Is To This Song”
4. “No Place To Fly”Lukas Nelson
5. “Every Time He Drinks He Thinks Of Her” Lukas Nelson
6. “Come On Up To The House”Lukas Nelson & Sheryl Crow
7. “Hero”Billy Joe Shaver, Jamey Johnson
8. “My Window Faces The South”Lukas Nelson
9. “The Sound Of Your Memory”Lukas Nelson
10. “Cold War With You”Lukas Nelson & Ray Price
11. “Just Breathe”Lukas Nelson
12. “My Home In San Antone”Lukas Nelson
13. “Come On Back Jesus”Lukas Nelson & Micah Nelson
14. “The Scientist”
Madison Square Gardens
“Willie Nelson makes everything better”: Fans Love Willie Nelson’s version of Cold Play’s song in Chipolte Commercial on GrammysMonday, February 13th, 2012
By Maura Judkis
It was not a tough act to follow: A too-long Coldplay performance that made all but the band’s biggest fans yawn. But Coldplay’s Grammy performance was quickly followed up by a better one — a Coldplay song, “The Scientist,” covered by Willie Nelson, in a commercial for Chipotle.
The commercial actually debuted online in August, but the contrast of it following a Coldplay performance was a stark one: Grammy viewers tweeting along called it the best Grammy performance, even though it wasn’t even part of the show.
Chipotle encouraged viewers to download the song on iTunes, with proceeds benefiting the Chipotle Cultivate Foundation. The two-minute-long commercial, which is the company’s first national television spot, highlighted Chipotle’s sustainable farming practices.
Some fan reactions:
• Best #Grammy performance? That incredible @Chipotle commercial featuring Willie Nelson covering @Coldplay’s The Scientist. Wow.” — @brewhouse
• “Coldplay-based Chipotle commercial > actual Coldplay performance. #Grammys.” — @poniewozik
• “Willie Nelson makes everything better. Including Coldplay songs. #chipotlecommercial.” — @TexasHumor
The commercial was named AdWeek’s second-best commercial of the year.
Willie Nelson in “Back to the Start”, Chipotle sustainable living video to air during Grammy award broadcastSaturday, February 11th, 2012
The Willie Nelson rendition of “The Scientist” has been downloaded about 25,000 times so far, and 60 cents from each 99-cent download has gone to Chipotle’s foundation.
The foundation has been supported by download proceeds and $1 million from the revenue generated by Chipotle’s annual “Boorito” event on Halloween, in which customers dressed in farm-inspired costumes pay a cut-rate $2 for a burrito or other dish.
Over the last two years, the Denver-based company has donated more than $2 million to groups like Jamie Oliver’s Food Revolution and the Nature Conservancy. At the end of last year, the foundation presented its first major award, of $250,000, to Farm Aid, which was founded by Mr. Nelson and other well-known singers to promote family farms.
By: Elizabeth Olson
Chipotle Mexican Grill, the fast-food marketer, began thinking about ways to promote improvements to the country’s food supply, it decided to skip the graphic photos of jampacked chicken coops and other unsettling farm practices.
Instead, Chipotle took a more upbeat approach, creating an animated film with puppets to show a family farmer switching first to factory farming, then back to the sustainable approach of turning animals out to pasture. After showing the film, called “Back to the Start,” first online and then in movie theaters, the company decided to turn it into its first national commercial. The two-minute ad will be shown on Sunday’s Grammy Awards telecast, and viewers will be urged to download, via iTunes, the song that accompanies it — a Willie Nelson rendition of “The Scientist” by Coldplay.
The proceeds from the downloads are to go to the Chipotle Cultivate Foundation. Chipotle’s founder, Steve Ells, started the foundation last year to encourage sustainable farming methods and family farming. A major selling point for the fast-food chain, whose 1,230 outlets brought in nearly $2.3 billion in sales last year, has been the fresh and sustainably grown ingredients, including pork and beef, in its burritos and tacos.
National television is a new tack for the 19-year-old company, which has produced some advertising on local television but mostly has employed radio, billboards and digital advertising. The Grammy Awards, which this year will feature performances by Bruce Springsteen and Adele, among others, is a much bigger arena. Last year the telecast drew more than 26 million viewers, the most since 2000, and at least that many are expected to watch this year’s ceremony. •
Chipotle, which does not employ an advertising agency, devised its marketing approach based on its own research, which it said showed that 75 percent of its 800,000 daily customers came for the taste, value and convenience of its food. Those are positive reasons, but expected for any food franchise that wants to be successful. So to get customers more passionately involved, the company decided it “needed to have a general, higher-level message and to tell the story in a more approachable way,” said Mark Crumpacker, Chipotle’s chief marketing officer.
“And we wanted to make the message interesting and entertaining,” he added. (more…)
Saturday, February 14th, 2009