Here’s something I never thought I’d say: Chipotle has released a four-minute short film that manages to breathe new life into Backstreet Boys’ “I Want It That Way” AND make you forget all about its nasty E. coli outbreak. Oh, and on top of all that, it might also make you cry. Seriously.
Chipotle tapped Alabama Shakes singer Brittany Howard and My Morning Jacket’s Jim James to cover BSB’s 1999 hit, and they delivered a bluesy rendition that makes you feel like you’re hearing the words for the first time. Their gorgeous cover soundtracks “A Love Story,” an animated short about a boy and a girl with rival juice stands. It’s a surprisingly moving ad that takes a shot at fast food chains and tackles issues of capitalism, love, and tacos... all while giving us a starry new version of one of our fave boy-band classics.
This is the third time Chipotle’s recruited top artists to serve up inventive cover songs -- in 2011, Willie Nelson covered Coldplay’s “The Scientist,” and in 2013, Fiona Apple covered “Pure Imagination” from Willy Wonka for another touching spot. Oh, Chipotle... we love it when you hit us in the feels. Just not when you cover your restaurants with bacteria.