Two-Minute Animated brief Film Illustrates Farmer’s trip Away from Sustainability and earlier Again

digital Hit is Company’s first National TV spot

You are watching: Chipotle commercial back to the start


Chipotle will certainly air that "Back to the Start" animated short film throughout Sunday"s transfer of the GRAMMY Awards top top CBS. (Photo: service Wire)


Chipotle will air that "Back to the Start" animated short film throughout Sunday"s broadcast of the GRAMMY Awards ~ above CBS. (Photo: company Wire)

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DENVER--(BUSINESS WIRE)--Chipotle mexico Grill’s (NYSE: CMG) animated short film “Back to the Start” will air in complete as a commercial throughout the GRAMMY Awards Sunday, February 12, 2012 on CBS. This is the first time Chipotle will run a nationwide television advertisement due to the fact that the burrito chain’s inception in 1993. The two-minute film ended up being a YouTube hit when it was released so late in 2011, and also has showed up in movie theaters nationwide prior to feature films.

The movie — a first for Chipotle — will certainly be the longest commercial come run during the GRAMMY Awards in recent background and is the an initial time Chipotle has aired an ad on nationwide television. Directed by London-based Johnny Kelly, the stop movement animated film depicts a farmer whose family members farm has slowly progressed into a factory. In a moment of self-reflection, the farmer realizes that he should go “back to the start” and shift away from manufacturing facility conditions and also towards an ext sustainable farming methods.

The film is set to a soundtrack that features a sheathe of Coldplay’s GRAMMY Award-nominated song “The Scientist” (nominated for ideal Music Video, Short form in 2004) sung by 10-time GRAMMY Award-winner Willie Nelson.

“We are transforming the means people think about and eat quick food,” stated Steve Ells, founder, chairman and also co-CEO of Chipotle. “We have always understood the importance of offer food the is increased right, yet that is a complicated thing to communicate with the restrictions of timeless advertising. ‘Back come the Start’ tells the story of a farmer’s journey from classic farming to an commercial food manufacturing model, then earlier to his roots of timeless farming again – a story that tracks very closely with several of our suppliers and that demonstrates why we think that is so necessary to serve food made through ingredients from much more sustainable sources.”

because it to be released in August, the film has actually received considerable acclaim. To date, it has been viewed nearly 4.5 million time on YouTube, and was eighth most shared advertisement on YouTube in September soon after the release. “Back to the Start” was called by AdWeek as one of the 10 best Commercials that 2011, and also it was listed by Zeta interactive as among the peak 10 Ads come generate online buzz in 2011, among only 2 ads come make the list without debuting throughout the at sight Bowl.

In enhancement to its digital run, “Back to the Start” has showed up on more than 10,000 movie theater display screens nationwide because the loss of 2011.

“This film was a herbal to run throughout the GRAMMY Awards due to the fact that of the show’s solemn event of music excellence,” said mark Crumpacker, chef marketing officer of Chipotle. “Willie Nelson’s cover of Coldplay’s ‘The Scientist’ manages to convey the importance of sustainable farming approaches in a beautiful, ethereal way. We have constantly respected Willie and Coldplay and the incredible occupational they carry out as artists and also activists, and we space honored to have actually collaborated v both GRAMMY compensation winners ~ above this project.”

Willie Nelson’s covering of “The Scientist” is accessible for acquisition on iTunes, through proceeds ($.60 every download) benefitting the Chipotle maintain Foundation, i m sorry provides resources to assistance sustainable agriculture, family farming, and also culinary education.

around Chipotle

Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea the food served rapid did not need to be a typical fast food experience. Today, Chipotle proceeds to market a focused menu the burritos, tacos, burato bowls (a burrito without the tortilla) and salads do from fresh, high-quality raw ingredients, all set using standard cooking methods and served in a distinctive atmosphere. V our vision that Food v Integrity, Chipotle is seeking better food from using ingredients that are not only fresh, however that—where possible—are sustainably grown and naturally elevated with respect because that the animals, the land, and also the farmers who create the food. A an in similar way focused civilization culture, with focus on identifying and also empowering optimal performing employees, permits us to build future leader from within. Chipotle opened with a solitary restaurant in 1993 and currently operates more than 1,225 restaurants. For much more information, visit

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