Chipotle at the Grammys

Thanks to the REAP Food Group, this evening I discovered this cool animated short that ran as an ad during the Grammys last night. According to Advertising Age, it’s Chipotle’s first national campaign. The video depicts a farmer who, with the passage of time, moves away from traditional family farming to an industrial approach, only to eventually give up factory farming to return to an integrated, sustainable system. The ad/film, directed by London-based Johnny Kelly, features Willie Nelson performing Coldplay’s “The Scientist.” The song is available on iTunes, with proceeds benefiting The Chipotle Cultivate Foundation, Chipotle’s philanthropy that supports family farms, animal health, the environment, and health and food education.

Check out the great video below:

And once you’ve watched the video, check out this cool behind-the-scenes piece about all the effort that went into creating the stop-motion animation (and once you’ve done that, go watch the original piece again!):

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