"Back to the Start", the short animated film that Chipotle has uploaded on YouTube to present an argument against factory farming, has garnered northwards of 4 million views since it debuted in August of last year. It uses a Willie Nelson rendition of the Coldplay song "The Scientist" as a backdrop.
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This weekend, Chipotle will air the 2-minute piece as its first national commercial during the Grammys. But you can watch it below if you haven't seen it yet. It's pretty great.