Skip to content

Chipotle’s Powerful Back to the Start Campaign

By Moss & FogUpdated 1 min read
A frame from Chipotle’s ‘Back to the Start’ animated short — the acclaimed 2011 commercial by filmmaker Johnny Kelly featuring Willie Nelson’s cover of Coldplay’s ‘The Scientist,’ which follows a farmer who abandons industrial agriculture to return to sustainable practices, told through charming stop-motion-style animation that became one of the most celebrated branded films of its era

We’re revisiting this old ad from Chipotle, which shares a strong, salient message about factory farms, and their harm.


A really strong ad by Chipotle gives us a sense of why small farms matter. A great soundtrack by Willy Nelson singing Coldplay.

The Moss & Fog ShopFree tote on orders over $60!Add our mushroom tote to any order over $60 and it comes off in your cart. Free US shipping starts at $75!Start shoppingFree tote


Amazingly cute and powerful at the same time. Directed by Johnny Kelly and Nexus Studios, this is really well done. Watch it fullscreen in HD if you can to spot all of the detail.

By Moss & Fog Staff

Enjoying the wander?

Our best stories on design, nature and architecture, plus Fog Signals, our weekly letter of favorite finds. Free, and easy to leave anytime.

Keep reading