Christopher Guest directed via production house GO this PetSmart :30, titled “New Parents,” which debuted on Sunday’s Oscar telecast. Conceived by agency GSD&M, the spot finds a timid set of first-time pet parents cautiously doting on their duo of adopted puppies when an uninvited and brazen mother-in-law (Jennifer Coolidge), who’s climbed in through a house window, casts protective parenting aside with a dose of “fun mother” time.
The commercial is part of a “Partners in Pethood” campaign which also includes other Guest-directed spots, including an anthem piece featuring Anna Faris hosting a dog birthday party complete with canine party hats, a bone-shaped cake, costumed puppy photo albums and overwrought pet-rearing discussions.
Credits
Client PetSmart Agency GSD&M, Austin, Texas Scott Brewer, group creative director/art director; Ryan Carroll, group creative director/writer; Kevin Dunleavy, associate creative director/writer; Ross Aboud, associate creative director/art director; Jack Epsteen, sr. VP, director of production; Monique Veillette, producer; Adrian Weist, associate agency producer. Production GO Christopher Guest, director; Gary Rose, managing director; Adam Bloom, Catherine Finkenstaedt, exec producers; Mark Hyatt, producer; Kristian Kachikis, DP. Editorial Mackenzie Cutler, NY Gavin Cutler, editor.
Chipotle Mexican Grill has rolled out this animated short film, “Unfolded,” which showcases sustainable agriculture comparable to Chipotle’s Food With Integrity principles. Chipotle premiered the film last week as a national TV ad on Roblox to showcase the importance of the farming community that grows real ingredients like those served in Chipotle’s restaurants. Chipotle is billed as the first restaurant brand to unveil a national TV ad in the metaverse. Free entrees were given to the first 50,000 Chipotle Rewards members who viewed the ad on Roblox
In conjunction with the film and as part of the commitment it announced in 2021 to contribute $5 million to support young farmers, Chipotle is donating $2 million across four leading universities, The Ohio State University, Cal State Monterey Bay, Colorado State University and the University of Florida, to support the future of farming. These donations are funded from Chipotle’s initiative to contribute 5% of profits from its sales of Tractor Beverages to support farmers.
Inspired by the company’s purpose to Cultivate a Better World, “Unfolded” brings viewers through an animated world, diving into a Chipotle bag that unfolds into a paper world. The short film depicts industrial farms transformed into vibrant, polyculture farms with diverse and organic crops, symbolizing Chipotle’s efforts to support farmers who prioritize sustainable agricultural practices. The brand serves Responsibly Raised® proteins, and dairy from pasture-raised cows, as seen from an allegorical Chipotle truck moving through farmland on its way to its final destination. The film, created by Venables Bell & Partners and directed by Yves Geleyn via animation studio Hornet, ends with fresh, colorful produce being... Read More
