(“Back to the Start,” short film produced by Chipotle, featuring Willie Nelson covering Coldplay’s “The Scientist”)
This short film (I really don’t feel right calling it an “ad”) played before a movie I saw the other night, and I was just blown away by it. The music and visual style caught the attention of the entire audience immediately, which isn’t easy to do during the usually-annoying preshow adverts and “features.”
I’m usually on the fence when it comes to ads that leave the company a secret until the very end, but I think it works for Chipotle here because of two reasons:
- Once the audience finds out it’s an ad for Chipotle, the ad retroactively makes a lot more sense. Whenever an audience gets to make connections and realize things for themselves (even if they are led there), it associates that positive feeling of “getting it” with the idea of the company. Chipotle worked that angle really well here.
- By not revealing it was a Chipotle ad from the start, Chipotle actually helps to illustrate the point of the film: “It’s not about us.” (as a company). It’s about the mission of bringing food sourcing back to its roots. Everything about this film focuses on that message.
The film is cute, funny, emotional, thought-provoking, and and incredibly well-produced. Also— Willie Nelson covering Coldplay’s “The Scientist”? Such a random choice on paper, but somehow works perfectly for this in execution.
I’m really impressed with this, and look forward to seeing more high-quality work from CAA and Chipotle in the future.
Now where can I get one of those little pigs for my bookshelf? Those things are adorable.
