The key message: I’m going back to the start. Last night was a monumental night on so many levels. The Grammys were spectacular; however, the ground-breaking message that was delivered during the must-see special was the real showstopper. Chipotle’s epic commercial featuring Willie Nelson covering Coldplay’s “The Scientist” effectively confronted an extremely troublesome issue in a creative and tasteful way. This was not an ordinary advertisement; it was a plea for extreme change within our current food system.
Chipotle took the audience on a sad, yet hopeful journey of how traditional farms have negatively transitioned into dark industrial-driven farms. These appropriately named “factory farms” operate as factories in which they treat animals like machines in order to make the highest input at the lowest cost. These “cost savings” come at the expense of animals’ health which in turn comes at the expense of our health as well as our planet’s health. Animals are treated in inhumane ways while being pumped with antibiotics and hormones. Ironically, the cost skyrockets from the decline in our overall health and well-being.
Chipotle took a gigantic leap forward to stand up against the meat and dairy industry, albeit in a subtle way. This is a problematic issue that is not widely understood or known due to the hidden truth. The meat and dairy industries do not want the public to have exposure to what goes on behind closed factory farm doors. Thus, I fear many people do not fully comprehend Chipotle’s key message of “going back to the start.” For this very same reason, I was ecstatic to see Chipotle take a bold stance against the untold secrets of current animal food production.
My message to Chipotle: Thank you for securing a lengthy, prime-time television spot in front of an audience that is hungry and capable of change and thank you for being at the forefront of promoting food with integrity.
Coldplay’s words say it best, “questions of science, science and progress do not speak as loud as my heart.” Let’s work together to “get back to the start” and bring down the factory farm walls.
Did you watch the Chipotle commercial? What was your reaction? Please share your thoughts below.






