Telling a story as complicated as the Chipotle story is NOT easy. Nobody said it was easy.  Add the fact that you have never created an ad before to that mission and you opt to take your first swing with a TWO minute commercial during the Grammy’s. Well, you got some cajones. And it took them to go with Chipotle’s strikingly different ad run during last night’s Grammy awards.  Not only is the ad good, but it’s fantastic!!!  Two thumbs up.  Well done. Then add the Coldplay track sung by Willie Nelson, which sets the perfect tone. Chipotle, you’ve done great. Back to Basics Baby!

The spot is called the Scientist. It’s the quintessential argument about going back to basics with our food and putting an end to all the highly processed foods in our diet.  There’s a movie created by Kristin Canty called Farmageddon (I worked on the project) with that same message. It’s no accident that one of the main farmers we interviewed in the documentary, Joel Salatin, sells his pork to Chipolte.