Chipotle's stop-time video uses Willie Nelson's cover of Coldplay's "The Scientist" brilliantly to tell the tale of how farming has changed throughout the years. Though there's no dialogue and the characters are reduced to simple shapes (pigs, for example, are little pink logs with stick legs), the story is beautiful, emotional, and compelling.
The brand's commitment to sustainable and ethical practices isn't new, but it knows that the most ardent Chipotle followers care more about the taste of their burritos than the process by which it was made.
While it's true that more consumers are supporting cause-driven or ethical brands, they don't want to sacrifice much to support their cause. Today, they don't have to. There's a growing number of brands that create coveted, profitable products through means that are socially responsible; like Chipotle, they prove that doing good can also be good for business.