A change of heart

In Johnny Kelly’s charming spot for the US-based Chipotle restaurant chain a farmer industrialises his methods before realising the error of his ways and going back to more sustainable practices


This delightful animated film, titled Back To The Start, was created by director Johnny Kelly and CAA Marketing for Chipotle Mexican Grill, in order to promote the food brand’s commitment to sustainability. Kelly’s beautiful visuals tell the story of a farmer who rapidly turns his farm into an industrialised animal factory, before deciding to opt for a more sustainable future.

The film is accompanied by a specially commissioned cover of Coldplay track The Scientist, sung by Willie Nelson. Viewers could download Nelson’s version of the track online, with all proceeds going to the Chipotle Cultivate Foundation.

Back To The Start was first released online in late summer 2011, and proved a huge hit on websites such as YouTube and Vimeo, where it racked up millions of views. The film, which is over two minutes in length, was also played in US cinemas but then received an additional burst of coverage when it was screened in full on US TV during the Grammy Awards in February. This was a first for Chipotle, who had never previously created any TV advertising.

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