Airing for the first time on television: “Back to the Start”, by Chipotle, with Willie Nelson singing Coldplay’s “The Scientist”
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.