You remember that commercial—sorry, short film—that good-food-done-quickly chain Chipotle released a while back? You know, the animated one with the farmer going through a crisis of conscience over the industrialization of his property, set to the strains of Willie Nelson covering Coldplay’s “The Scientist” (“Questions of science and progress do not speak as loud as my heart”)? Well, assuming you’re a pop fan and aren’t cheating with a DV-R on Sunday, you’ll be seeing it again soon—the two-and-a-half minute clip will be airing in full during the Grammy telecast this Sunday, the longest commercial in recent Grammy history (or anywhere else that we can remember, for that matter).
It’s hard to imagine the waves of WTF? this commercial will cause among people not familiar with this commercial—it was a bizarre enough experience watching this commershort with proper context on the internet, to see it out of the blue on TV should be a mind-bending experience for many an Adele fan. We’re looking forward to seeing it again, though—it’s not often that a commercial makes you cry, makes you sing along, and makes you crave a steak fajita burrito (no guacamole, not nearly worth the surcharge) all at the same time.