We really don’t know how Chipotle gets its beef, pork and chicken. In fact, in this modern, automated world, we’re not even quite sure what kind of options fast food Mexican restaurants have when it comes to acquiring livestock.

We do know that this Chipotle spot, “Back to the Start,”—which made its TV debut during Sunday night’s Grammy’s—has already been deemed an instant classic (it already won raves after appearing on the Internet). Its animated plea for more humane, sustainable farming practices, soundtracked by Willie Nelson covering Coldplay’s “The Scientist, gets you right between the pork ribs. In fact, the spot received considerable notice from Grammy watchers—surprising considering all the kinds of pyrotechnics going on during the actual show.

Let us just sum up by saying: We’re touched by the stop-action imagery of the farmer who starts simple, goes industrial, then puts his heart back into natural farming. And an hour after watching this commercial, we felt hungry again.