The latest video put out by Chipotle is definitely a winner, with over 5 million views on YouTube just a week after it was published. The storyline is brilliant, taking a big swing at the Big Agriculture industry and the way our food is processed in a not so subtle way. The Fiona Apple version of the song “Pure Imagination” is a perfect fit, while making it somewhat eerie and haunting. The quality and relevance of the content, combined with outstanding execution of a fun and quirky animation all but assured at least some level of viral sharing. I’d say 5 million views more than exceeded expectations!
Probably the biggest home run, however, is the subtlety of the branding (Chipotle is only pictured once at the very end of the ad), yet it is truly branded and unforgettable once you watch it all the way through. It takes discipline and guts to not yield to the temptation of over-branding content like this. The producers hit the balance on the head.
Nicely done, Chipotle!
(created by Chipotle in partnership with the CAA Marketing division of the Creative Artists Agency and Moonbot Studios)