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It's fitting that Chipotle's stirring two-minute "Back to the Start" film—released last summer on the Internet and in theaters, supporting sustainable farming practices—will make its national TV debut during this Sunday's Grammy Awards telecast on CBS. After all, "what makes the spot truly transcendent is the music," noted my colleague Tim Nudd in ranking the clip second on Adweek's list of the best commercials of 2011. Coldplay's "The Scientist," sung here with resonant intensity by Willie Nelson, sports lines amazingly attuned to the subject matter: "Questions of science, science and progress, do not speak as loud as my heart."
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