I feel like I’m playing catch-up with things I’ve missed from the past six months, but that’s okay, the site is about quality, not being first. I think what actually sparked me seeing this advertisement for Chipotle was that it was broadcast last night during the Grammys. I didn’t watch the Grammys last night, but I kept seeing people tweet about the commercial which led me to find it.
For those in the world who don’t know what Chipotle is, it’s basically heaven wrapped in burrito form. To make a long story short, they were founded in 1993, then owned by McDonalds from 1996 till 2006, and now are back on their own doing what they think is best. The commercial above was created to illustrate the point that they think and act differently, and I think it’s pretty effective.
The commercial was created by Johnny Kelly who did an incredible job. The look and feel of the short is cute and reminds me of blocks I’d play with as a child. It then gets a bit grim, with steroid injected pigs being turned into food cubes, but it certainly makes sense. But then the farmer character gets a renewed sense of what he really does and makes things right, flipping the world on its head. All of this is happening to a score of Willie Nelson covering Coldplay’s The Scientist, so you know they really meant business with this one. I also read that the whole thing was “filmed in one sweeping take the film was painstakingly animated over 4-weeks on one large all-encompassing model background.”
It’s nice to see a company of this size doing something different. One time when I was in a Chipotle, and there was a sign where you ordered your food saying that the local chicken they normally used wasn’t available, that they had to truck in some chicken from a little farther away, but things should be back to normal soon. Can you imagine any other mega chain of restaurants making a statement like that?
