“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.
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.
Before becoming an award-winning restaurant critic for OC Weekly in 2007, Edwin Goei went by the alias “elmomonster” on his blog Monster Munching, in which he once wrote a whole review in haiku.