July 6, 2016


Chipotle Ad Uses Backstreet Boys' 'I Want It That Way' to Tackle Processed Food Industry

Chipotle is making some meta-commentary on companionship, love and the food industrial complex in a new ad that features the Backstreet Boys' lovesick ballad, "I Want It That Way." 

The boy band's classic tune—which in this case is sung as a duet by Alabama Shakes frontwoman Brittany Howard and My Morning Jacket's Jim James—provides the soundtrack for a boy-meets-girl-meets-industrial-food-production kind of story. It's a cute little feature, and you can check it out above. 

Despite getting droves of college kids sick last year during an E. coli outbreak, Chipotle has often flexed that food justice muscle: In 2012, the company signed an agreement with Coalition of Immokalee Workers (CIW) to join the Fair Food Program, which supports wage increases and livable working conditions for tomato pickers in Florida. 

This isn't first time the expansionary burrito peddlers have produced an ad tackling processed food. Idolator points out that the company had Fiona Apple sing "Pure Imagination" from the Charlie and The Chocolate Factory soundtrack in a 2013 ad, which was also a symbolic barb flung in the direction of unfair labor practices.