Saturday, February 18, 2012

Saturday Short Subjects: Back to the Start

For some of you this may be old news. If you watched the Grammy Awards last Sunday and stayed tuned during the breaks, you saw this revolutionary “commercial” for the Chipotle chain. “Back to the Start” tells the story of one farmer’s return to the way things used to be. In the course of the two minute film, an aging farmer has an epiphany, leading him to tear down the factory compound his farm has become and return it to the way it was when he started out. This film is remarkable not just for the message it promotes — the return to sustainable farms — but when it was aired — on primetime TV during a popular awards show. I should also mention that the Chipotle logo only shows up once, in tiny form, on a truck, at the end of the clip.

Like the tune? That’s Willie Nelson performing Coldplay’s “The Scientist.” The song is available for purchase on iTunes. Proceeds benefit The Chipotle Cultivate Foundation, which is “dedicated to creating a sustainable, healthful, and equitable food future.”

Many news outlets wrote that the film upstaged some of the performers [although not Adele]. Here is what Advertising Age had to say. The ad has been on YouTube since August, and also aired in some movie theaters. Here is a video about the making of “Back to the Start.” 

Chipotle is proof that a chain can succeed using sustainable sourcing of ingredients and serving healthy food. To read more about Chipotle in one of my past posts, click here

Have a great weekend.

Why Saturday Short Subjects? Some readers may recall  being dropped at the movie theater for the Saturday matinee — two action-packed feature films with a series of short subjects (cartoons or short movies, sometimes a serial cliffhanger) sandwiched in between. Often the short subjects were the most memorable, and enjoyable, part of the morning. That explains the name. The reason behind these particular posts is that we are all short on time. My Short Subject posts should not take me as long to write or you as long to read (or try).

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