Last week, whilst watching The Grammys, a commercial came on that I had seen months before in a movie theater… basically an animation of the history of pig farming in the United States from an agrarian, natural way of farming to an industrialized form and back again; all to the tune of Coldplay’s The Scientist as sung by the great Willie Nelson. The reaction I had last week was the exact same reaction I had months ago… floored by the beauty and simplicity of its message… then floored by what the advertisement was for, Chipotle.
I felt this weird sense of being duped… as though Chipotle had manipulated my emotional core and the payoff was nothing but a commercial for tasty burritos made with natural ingredients. Regardless of my feeling of betrayal, it’s a great commercial… so I want to share it with you all.
Cornelius J. Blahg