Last night during the Grammy Awards, Chipotle aired their animated "Cultivate a Better World" advertisement, a music video argument for sustainability. Set to a soundtrack featuring Willie Nelson singing Coldplay's "The Scientist," the advertisement depicts a farmer wrestling with the practice of factory farming. By the end of the video, the farmer breaks down his confinements, frees the animals, and loads his product directly onto a Chipotle truck. Chipotle says that the ad was commissioned to "emphasize the importance of developing a sustainable food system."
The video has been available on YouTube for several months, but last night the advertisement reached a wider audience and since then has been tweeted over 10,000 times.