Fast Food Rivals Fall in Love in Chipotle's Latest Animated Tale

Third Short Film Comes Amid Troubling Times For Chipotle

Published on

Editor's Pick

Chipotle is out with its latest animated film, a charming and beautifully crafted tale called "A Love Story," as it tries to move past its food safety issues.

In the film, which hits the web Wednesday and movie theaters Friday, two young drink-stand owners have a growing rivalry that leads them to create massive fast-food enterprises laden with processed products. Spoiler alert: Love and healthier fare ultimately win out.

The film was directed by by Saschka Unseld of Passion Pictures, a former Pixar animator who is also creative director at Oculus Story Studio. It's set to a cover of the Backstreet Boys' hit "I Want It That Way," performed by Brittany Howard of Alabama Shakes and Jim James of My Morning Jacket.

This is Chipotle's third original short animated film, its first since 2013. Of course, it comes as Chipotle is trying to woo diners pretty much any way it can, with a new loyalty program underway after free food and buy one, get one offers did little to bring many people back to the "food with integrity" chain.

The film begins with one child running a lemonade stand across the street from another child's competing juice stand. To boost sales Ivan starts advertising his "Fresh Squeezed Orange Juice" and Evie soon responds with a marketing push for her "Hand Squeezed Lemonade."

Each character begins adding a wide mix of products to the menu, including lots of fast food and combo meals, as the rivalry grows. As the film progresses they "abandon their integrity, if you will, in their competition to lure people in," said Mark Shambura, Chipotle's director of brand marketing.

As the budding entrepreneurs age, their competing businesses become more elaborate and industrialized, packed with machinery churning out items filled with processed ingredients.

Ultimately the duo unite and lovingly serve, you guessed it, food that resembles some of the items at Chipotle.

The film's release comes roughly eight months after dozens of people began falling ill from eating at some of its locations. The U.S. Centers for Disease Control and Prevention documented 60 cases in two separate E.coli outbreaks, but did not identify a specific food or ingredient linked to the people's illnesses. Chipotle enhanced its food-preparation procedures in the wake of the issues, including changing how it prepares some of its food, which it has long touted as "food with integrity."

Read more about the campaign at AdAge.com.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jul 06, 2016
Agency:
CAA Marketing
Client:
Chipotle
Director:
Saschka Unseld
Production Company:
Passion Pictures
Animation Company:
Passion Pictures
Art Director:
Katy Wu
Executive Producer:
Debbie Crosscup
Executive Producer:
Ryan Goodwin-Smith
Producer:
Sibylle Preuss
VFX:
Passion Pictures
VFX Supervisor:
Neil Riley
CG Supervisor:
Christian Mills
Animation:
Wesley Coman
Animation:
Chris Welsby
Animation:
Aldo Gagliardi
Animation:
Cath Brooks
Animation:
Catherine Elvidge
Animation:
Karin Matteson
Animation:
Scott Bono
Texture/Shading:
Ian Matthews
Texture/Shading:
Katreena Erin Bowell
Texture/Shading:
David Domingo Jimenez
Texture/Shading:
Leigh Van Der Byl
Texture/Shading:
Camille Perrin
Texture/Shading:
Patrick Krafft
Texture/Shading:
Roxanne Martinez
Rigging:
Morgan Evans
Rigging:
Matteo Nibbi
Rigging:
Giulia Dell' Armi
VFX:
Jamie Franks
VFX:
Colin Perret
VFX:
Kwai Keung IP
VFX:
Junaid Syed
VFX:
Antonios Defteraios
VFX:
Guillaume Zaouche
VFX:
Gabriele Veronese
VFX:
Matt Moyes
VFX:
Robin Nordenstein
VFX:
Alice Jarre
Light/Render:
Christian Mills
Light/Render:
Richard Moss
Light/Render:
Stuart Hall
Light/Render:
Adrian Russell
Light/Render:
Patrick Krafft
Light/Render:
Alex Holman
Light/Render:
Roxanne Martinez
Light/Render:
David Watson
Light/Render:
Nikolay Kulishev
Light/Render:
Simon Maddocks
Light/Render:
Francois Pons
Compositing:
Johnny Still
Compositing:
Andre Bittencourt
Compositing:
Raphael Theolade
Compositing:
Valeria Romano
Compositing:
Javier Cid
Compositing:
Alex Grey
Animation Supervisor:
Jay Boose
CG Coordination:
Joost Zoetebier
CG Coordination:
Suzanne Forward
Post Production:
Technicolor Postworks New York
Colorist:
Max Horton
Music Producer:
Blake Mills
Music:
Brittany Howard
Music:
James James

See more credits

Tags
Genre
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age