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"Chipotle's first national TV ad in the restaurant chain's 18-year history will be the full version of a 2 minute, 20-second animated video that has gotten more than 4 million views on YouTube.\nSet to Willie Nelson's acoustic version of Coldplay's \"The Scientist,\" \"Back to the Start\" is a cute animated tale starring a farmer who rejects the industrialization of his profession. The video drew attention last summer for its message and charitable component (a portion of proceeds for downloading the song on iTunes went to the Chipotle Cultivate Foundation.) \nMost TV ads run 15 seconds, 30 seconds or 60 seconds, but Chipotle decided to buck the tradition by running the full version during the Grammy Awards on Sunday. That venue was chosen in part because of the song's pedigree \u2014 Nelson has won 10 Grammys and the Coldplay version of the song was nominated Best Music Video, Short Form in 2004. This isn't the first time the film has been seen in venues outside of YouTube, though. It has also run in 10,000 movie theaters since last fall.\nThough the path from YouTube to TV ad is relatively new, it's not unprecedented. Google's first Super Bowl ad, \"Parisian Love,\" racked up more than 1 million views on YouTube before it ran in the 2010 game. More than half of this year's spate of Super Bowl ads also premiered the week before on YouTube, a challenge to the conventional wisdom that TV is the prime vehicle for advertising.\nFor Chipotle, the ad is the latest outgrowth of its idiosyncratic marketing strategy. Previously, the chain's most notable marketing outreach was a long-running Halloween \"Boorito\" program that awards free burritos to customers who come into stores dressed in various themes, including last year's, \"Family Farm.\""^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/02/10/chipotle-first-tv-ad-youtube/>