Willie Nelson covers an eloquent Coldplay song in this new advertisement from Chipotle.
The animation makes us hunger for a simpler time when farms were small and animals were free to go wherever they chose, without fences, before there were assembly lines and food was transported in tractor trailers on highways.
What year was that exactly? I'm not quite sure. But whenever it was, I want the time machine to that year.
Yet, I can see for myself that Chipotle makes its burritos on an assembly line right in front of the customer. Chipotle's "Food with Integrity" position on animal production is quite good, but surely the meat comes from very large farms with thousands of animals. I know Chipotle food reaches the restaurant in tractor trailers on highways. Perhaps the imagery overreaches what a fast-food restaurant can be expected to achieve.
The song makes me want to go to my town's farmers market, which is open on Wednesdays. I will still eat at Chipotle, sometimes, but I know what I'm buying.