Chipotle has spent the last few months doing everything imaginable to distance itself from its E. coli PR nightmare, from handing out free burritos to starting odd rewards programs. The company’s latest efforts, however, involve a strange, brilliant bit of musical marketing: pairing My Morning Jacket’s Jim James and Alabama Shakes’ Brittany Howard to cover Backstreet Boys’ classic hit “I Want It That Way.” Really.
The left-field cover plays underneath Chipotle’s latest ad, which shows two competing juice stands grow into preservative-shilling behemoths before their owners realize that they would be much happier opening a crunchy food truck together. Be sure to note the “making lemonade from lemons” visual pun (we see you, Chipotle). Check out the video above.
James and Howard are far from the first big name musicians to sing for the ailing burrito makers. Karen O of the Yeah Yeah Yeahs, Fiona Apple, and Willie Nelson have all cashed checks from Chipotle, while Frank Ocean got in a spat with the chain over a commercial that never was.