It was not a tough act to follow: A too-long Coldplay performance that made all but the band’s biggest fans yawn. But Coldplay’s Grammy performance was quickly followed up by a better one — a Coldplay song, “The Scientist,” covered by Willie Nelson, in a commercial for Chipotle.
The commercial actually debuted online in August, but the contrast of it following a Coldplay performance was a stark one: Grammy viewers tweeting along called it the best Grammy performance, even though it wasn’t even part of the show.
Chipotle encouraged viewers to download the song on iTunes, with proceeds benefiting the Chipotle Cultivate Foundation. The two-minute-long commercial, which is the company’s first national television spot, highlighted Chipotle’s sustainable farming practices.
Some fan reactions:
• Best #Grammy performance? That incredible @Chipotle commercial featuring Willie Nelson covering @Coldplay's The Scientist. Wow.” — @brewhouse
• “Coldplay-based Chipotle commercial > actual Coldplay performance. #Grammys.” — @poniewozik
• “Willie Nelson makes everything better. Including Coldplay songs. #chipotlecommercial.” — @TexasHumor
The commercial was named AdWeek’s second-best commercial of the year. See it in full:
More on the 2012 Grammy Awards: