Viewers of Sunday night’s Grammy Awards witnessed the debut of a new campaign from Chipotle that targets the evils of factory farming. The almost two-and-a-half minute-long commercial, which features Willie Nelson covering Coldplay’s “The Scientist” as a soundtrack, first appeared online in September, but made its network television debut this week. Its animated narrative depicts farmers forgoing traditional small-scale business in favor of “big ag,” subsequently turning to antibiotics and assembly lines for their animals, only to “go back to the start” and return to less destructive practices. Media website zap2it.com states that the powerful commercial “may turn you vegetarian.” Sales from the track on iTunes will benefit the fast-food chain’s sustainable farming initiative, the Chipotle Cultivate Foundation.
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