Chipotle: advert-body-2 by Venables Bell & Partners
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In Chipotle’s latest campaign, comedians find themselves spilling some of their deepest, darkest secrets inside of a giant burrito that’s voiced by Jeffery Tambor.
Created by the brand’s recently-appointed agency Venables Bell & Partners, the “As Real as It Gets” campaign aims to drive home the fact that Chipotle is committed to using real, quality ingredients in its food.
To relay this commitment in a fun way, the brand enlisted the help of comedians John Mulaney, Sam Richardson and Jillian Bell. In the spots, the comedians end up revealing their true colors during therapy-style sessions with Tambor’s voice since they’re “inside a Chipotle burrito, where everything is real.”
In a spot starring Richardson, the “Veep” star ends up boring Tambor when he begins listing off mundane confessions, like the fact that he has never been to Delaware. Another features Bell admitting that she hates the ocean since her whole family got eaten by sharks when she was a kid. A spot featuring Mulaney shows the stand-up comedian performing a bit about Pluto not being a planet anymore, only to be criticized by Tambor for telling jokes instead of being “real.”
The lighthearted campaign, which marks Chipotle’s biggest TV push to date, comes as the chain tries to recover from its food poisoning crisis that hit restaurants in late 2015. Following the health scare, Chipotle’s sales took a huge hit - in 2016, same-store sales were down 20.4% compared to the year prior.
Aside from broadcast, cable and digital ads, the “As Real as it Gets” campaign also includes radio, outdoor, banner and social elements. Media planning and buying for the campaign was handled by MullenLowe’s MediaHub.
“In a world full of fakery and half-truths, it’s invigorating to hear a brand tell it like it is,” said Mark Crumpacker, chief marketing and development officer for Chipotle, in a statement. “This campaign challenges the conventions of fast food advertising by being completely real — not only about our food, but about the world we live in — and it does so with an optimism and playful humor that’s very much in line with our brand.”
Credits
Founder/Chairman: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Tom Scharpf
Art Directors: Amanda Younger, Avery Oldfield and Mark Lawson
Copywriters: Jimmy Burton, Adam Wolinsky and Eric Boyd
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Director of Digital Strategy and Analytics: Jeff Burger
Group Communication Strategy Director: Gavin Jones
Director of Integrated Production: Craig Allen
Producer: Gabby Gardner
Group Brand Director: Kammie Sulaiman Dascola
Brand Manager: Mikaela Kearns
Assistant Brand Manager: Ursula Reichle
Project Manager: Madi McCallum
Director of Business Affairs: Quynh-An Phan
Business Affairs/Talent Manager: Yelena Kompaneyets
Senior Traffic Manager: Jermelia Holling
Assistant Traffic/Business Affairs Manager: Malcolm Konner
Production Company: O Positive
Director: David Shane
Director of Photography: Maryse Alberti Executive Producer: Ralph Laucella Producer: Ken Licata Production Designer: Maia Javan
Editorial Company: Arcade Edit
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb
Editor: Geoff Hounsell
Editor: Nick Rondeau
Assistant Editor: Gustavo Roman
Assistant Editor: John Gallagher
Producer: Alexa Atkin
Visual Effects: Timber
Creative Directors/Partners: Jonah Hall, Kevin Lau
Executive Producer: Sabrina Elizondo
Head of Production: Melody Alexander
Senior Producer: Tita Poe
Associate Producer: Brack Hightchew
Lead Flame Artist: Miles Kinghorn
Flame Artists: Chris DeCristo, Tim Miller, Chris Homel, Todd Mesher
Flame Assist: Austin Lewis
Comp Artist: Michael Loney, Jason Forster, Geronimo Moralez
Animator: Zach Carnes
VFX: Jeff Willette
Color: Company 3
Colorist: Dave Hussey
Color Producer: Liza Kerlin
Final Mix: Lime Studios
Audio Mixer: Zac Fisher
Audio Assistant: Lisa Mermelstein
Executive Producer: Susie Boyajan
Music: Human
Producer: Kamela Anderson
Composers: Gordon Minette, Matthew O’Malley, and Aaron Kotler
Creative Leads: Gareth Williams and Craig DeLeon