Chipotle is a chain of restaurants that sells Mexican food here in the USA.
What distinguishes them from their competitors is the freshness of the ingredients and the fact that the tacos and burritos are assembled in front of you to your specs. The food is yummy, as we say in the industry.
Chipotle is also very picky about the ingredients it uses. Like Whole Foods Market, Chipotle realizes there is a growing market in this country for meat that it is farmed in a humane manner and not dosed with antibiotics 24/7.
So, in other words, Chipotle has a great story to tell.
And this video tells that story in a powerful and affecting manner.
What I love about it is that it’s a great use of online video.
Increasingly, I have come to the conclusion that advertising is simply storytelling. And if you don’t have a story to tell, don’t pretend you do. Give out a coupon or something.
Well done to all concerned here. Agency: CAA, directed by the well named Johnny Kelly. Great name that!