Saturday, September 3

New Chipotle ad "Back to the Start"

Has anyone seen the new ad from Chipotle? Here it is.

I think this is one of the best advertisements for fast food in a while. People love cute little animated animals, Willie Neslon, Coldplay and happy endings; this ad has it all. The music is set perfect to the video, and Nelson's voice gives the song a purely American twist. I don't know if anyone has seen how meat is processed these days, but it is enough to make you only eat vegetables for the rest of your life.

What the ad really does well is forge an emotional connection to Chipotle. In the ad, the Chipotle farmer is he hero, saving all the animals from steroids, chemicals and general abuse from modern food processing. The viewer feels for the animals, and when they are released, the viewer cannot help but see Chipotle as one of the good guys. Instead of trying to sell one new product, Chipotle sells itself as a whole organization. Therefore any new product that comes out will be associated and directly connects to this advertisement.

When I first heard Willie Nelson was covering a Coldplay song (one of the best songs of all time), I was skeptical. But this ad really hit its mark in reversing the common perception that all food is processed in a way that would make a garbage man cringe. I think my grandma would even like this commercial. Solid advertising.

By Aaron Brandt, who is not a vegetarian, country music fan or supporter of PETA.