Chipotle Will Air Its "Back To The Start" Animated Short Film During Sunday's Broadcast Of The GRAMMY Awards On CBS. (Photo: Business Wire)
Chipotle Mexican Grill’s (NYSE: CMG) animated short film “Back to the Start” will air in full as a commercial during the GRAMMY Awards Sunday, February 12, 2012 on CBS. This is the first time Chipotle will run a national television advertisement since the burrito chain’s inception in 1993. The two-minute film became a YouTube hit when it was released late in 2011, and has appeared in movie theaters nationwide before feature films.
The film — a first for Chipotle — will be the longest commercial to run during the GRAMMY Awards in recent history and is the first time Chipotle has aired an ad on national television. Directed by London-based Johnny Kelly, the stop motion animated film depicts a farmer whose family farm has slowly evolved into a factory. In a moment of self-reflection, the farmer realizes that he must go “back to the start” and transition away from factory conditions and towards more sustainable farming methods.
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) 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. “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.”
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