The new Chipotle ad has been going around the Internet. This is art. Not only does it tell a story, the subconscious psychological reinforcements of the Chipotle brand (notice the pepper logo at 2:33) are well done and non-intrusive. Then, after you watch the mini-movie, you can download an iPad and iPhone game that brings you further into the story. This is brand equity building on steroids. Fiona Apple’s slight key change for the Willy Wonka, “World of Pure Imagination” theme is a big part of the gestalt.
If I worked in marketing, this is the sort of thing I’d want my name on at the end of my career. It’s extraordinary.