The Chipotle Ad That Stole the Show At the Grammy’s. Yes, Sunday night was very much about Adele sweeping with six awards at Sunday’s Grammy Awards, along with Jennifer Hudson performing a moving tribute to Whitney Houston. But it was burrito-chain Chipotle’s  “Back to the Start” ad, which featured Willie Nelson covering Coldplay’s “The Scientist,” that still has people talking.

The spot, which actually was released online last August, has picked up over 5 million views on YouTube (over 1 million in the past 36 hours). But why was it so interesting?

Talking about the company’s long-held “food with integrity” stance, AdAge explains:

“The two-minute spot is the chain’s first national TV ad…The ad takes viewers through one farmer’s journey, from a huge industrialized farming compound to one with more-sustainable and humane practices. Chipotle encouraged viewers to download the song at iTunes, with proceeds going to the Chipotle Cultivate Foundation.”

The20’s @anniemal weighed in with another interesting idea for Chipotle’s next commercial (is it Chi-pol-tee or Chi-pote-lay):

@anniemal: I’d like to see Chipotle do a spot where they explain how to pronounce their name.

What did you think of the commercial?

-LD

[YouTube, AdAge, @anniemal]