Tuesday, February 14, 2012

A Soft Hard Sell from Chipotle

Now Let's Get Out There and Slaughter Some Pigs (Humanely, Of Course), I'm Famished!

My favorite commercial of the year so far has to be the long version of the Chipotle spot, known as "Back to the Start," which has Willie Nelson singing Coldplay's "The Scientist" as a backdrop to the story of a farmer who starts small, thinks big, regrets his choices and self-redeems himself by going back to his roots.
It's a touching parable that has everything to do with Chipotle and its company values (well-sourced products, properly grown, humanely raised and harvested, etc.). If you've never been to a Chipotle (and that's becoming increasingly difficult), the message might be a bit flummoxing. But it's compelling nonetheless. To what extent it'll make you feel better when there's a humongous line at lunchtime standing in the way of you and your burrito bowl is debatable, but it's a commendable bit of marketing well worth two minutes and 20 seconds of your time.

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