By Jonathan Hailey
Perhaps a high-ranking Chipotle executive has a jones for combining ’90s boy band jams and post-millenial indie rock. Or, perhaps, the Mexican fast food chain is hoping to shift the conversation from its recent E.coli issues to a mind-blowing music video that they’ve produced. Whatever their motivation, they have just unveiled a new ad featuring the Backstreet Boys’ song “I Want It That Way,” as covered by Jim James of My Morning Jacket and Brittany Howard of Alabama Shakes.
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Howard and James put a slower and sultrier spin on the Backstreet Boys hit. The song serves as the backdrop for a video short where a man selling orange juice and a woman pitching lemonade become enemies as their businesses grow from stands on the street into corporate empires. The pair eventually remember their humble beginnings and fall in love.
The clip continues the company’s tradition of unique use of music in ads, Willie Nelson covered Coldplay’s “The Scientist” in a previous campaign.
Check the video below.