Chipotle: “Back to the Start”
A stop-motion farmer turns his industrial farm back into a natural one, to a Willie Nelson song.
- Brand
- Chipotle
- Year
- 2011
- Category
- Fast food
In stop-motion animation, a farmer turns his small family farm into a giant industrial factory, with animals packed into boxes and conveyor belts. Gradually he regrets it, tears it down and goes back to raising animals in open fields.
The film was released in 2011 for Chipotle, the Mexican-style restaurant chain, with country singer Willie Nelson covering Coldplay's The Scientist. It first spread online and in cinemas before being shown on TV, which was unusual at the time.
Rather than showing burritos, the ad explains the company's values about sustainable farming. It won the top Grand Prix at the Cannes advertising festival and is still a reference for "brand films" that tell a story about where food comes from.
Watch the full ad on YouTube
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