Chipotle set the advertising world all-a-flutter last night with their two minute animated TV commercial during the Grammys. See coverage from Advertising Age here.
Yes the spot was unusually long (2 min.) and Willie covering Cold Play was neat. But what I think is remarkable here is the company's decision to focus its first real TV message on the way it does business as opposed to talking about burritos. Not the typical fast feeder approach.
Chipotle actually made sustainable agriculture feel cool and they did it sandwiched between the glitziest and most highly produced content the entertainment industry could muster.
For many reasons a lot of people are talking about Chipotle today. Does anyone remember any other food advertising from the show last night?
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