As far as fast food commercials go, you probably cannot do better than Willie Nelson singing a Coldplay song with an important message about the source for much of our food. That is the combination put together, along with cool animation by Johnny Kelly, for a short promotional film by Chipolte.
The short film raises questions about how the nation’s meat is raised and treated, but in a soft-sell sort of way without images of real suffering animals that people try to avoid seeing, lest it spoil our dinners. Chipotle is not trying to turn us all into vegetarians. But the short film, which Chipotle plans to show in theaters around the country, is part of Chipotle’s “Food With Integrity” program where it supports using naturally raised meat and local produce. If you buy the recording of “The Scientist” off of iTunes, 60 cents from each sale goes to Chipotle Cultivate Foundation.
Taking a cynical view, one may see Chipotle’s incentive in putting together the short film because it allows them to distinguish their practices from other restaurants, thereby getting more customers. But still, it is a commendable way for a restaurant to distinguish itself. And it is a cool song and a great cover by Nelson, combined with interesting animation. Three chords and the truth. What more can you ask for from a song commissioned by a fast food company?
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