Chipotle- Back to the Start
In 2011, Chipotle launched a new ad campaign, Back to the Start. This was video became viral and completely changed the fast food and even advertising industry.
Other companies wanted to be more like them- green and animal friendly.
Before the ad campaign, people just ignored the problems with the fast food industry. After, people not only felt connected with each other due to a common problem and shared values, but they felt empower.
Other companies followed suit. They started their own "healthy" ads.
The ad was over 2 minutes long, which was very different for a TV ad. Advertisers realized that people have long attention spans that we previously thought. The video was also put on YouTube which was very new for an ad.
Chipotle even encouraged their customers to buy "The Scientists" sung by Willie Nelson, which is the song that plays during the commercial, on iTunes. This really helped to connect all of the different forms of media in a new way.