Chipotle Mexican Grill has unveiled an animated short depicting a farmer’s struggle with, and ultimate triumph over, bad industrial practices and the bad vibes that come with them. (The chain is well-known for its food sourcing policies on local and sustainable farming.) To accompany the short, Chipotle tapped Willie Nelson to cover Coldplay’s “The Scientist,” which it is also selling it on iTunes, with proceeds going to the Chipotle Cultivate Foundation, a supporter of sustainable farming initiatives.
The collaboration may sound about as random as, say, Wayne Newton covering Pulp for Walmart (“Common People,” perhaps?), but it actually makes more than a bit of sense considering how big a proponent Nelson has been of farmers and farming rights. Remember Farm Aid?
The film was animated and directed by Johnny Kelly, the U.K.-based animator who created the hilariously awesome “Procrastination” video for his art school graduation project a few years back.
A great artist singing a good song for a decent cause. I’ve always said, the best 1,200-calorie burrito is a sustainably-farmed 1,200-calorie burrito. Well played, Chipotle.
(Thanks, Creative Review.)