Chipotle – Back to the start


[YouTube] <— 4,429,478 [Behind the Scenes] <— 44,751 Congratulations to Chipotle for airing their first national television commercial. Back to the Start was a YouTube web release back in August and carries you through the story of Chipotle, told through the practices of a farmer.

“The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.”

1000% Genius – should have been a Super Bowl ad.

Buy the song and support The Chipotle Cultivate Foundation.

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[NY Times Article]