Set to Willie Nelson’s cover of Coldplay’s “The Scientist,” Chipotle’s first national TV commercial follows a farmer’s journey from industrialized farming to adopting more sustainable practices.

Though the award-winning two-minute ad was released online and played in movie theaters months earlier, it wasn’t until it aired during the Grammy Awards in early 2012 that it picked up steam. Impressively, many critics and viewers agree that the stop-motion commercial upstaged Coldplay’s actual performance at the Grammys that night.