Most TV ads run 15, 30 or 60 second, but Chipotle restaurant chain issued during the Grammy Awards on Sunday this 2.20 minute animated video. It has gotten more than 4 million views on YouTube.

The film, by film-maker Johnny Kelly, depicts the life of a farmer who rejects the industrialization of his profession. By doing so, Chipotle emphasizes the importance of developing a sustainable food system.

The soundtrack is performed by country music legend Willie Nelson's acoustic version of Coldplay's classic "The Scientist".