“Wouldn’t It Be Nice” is the Beach Boys tune which drives this anthem depicting AT&T building a world where people and things speak a common language so that everything is more seamless, interconnected, and in tune–with you. Vignettes showing this connection include: a pregnant woman in an ambulance being rushed to the hospital as a traffic light instantly turns to green to send her on her way; a youngster who’s lost at a mall reunited with his parent thanks to wristwatch tracking technology; and a janitor who cleans a department store with a synchronized squad of robot vacuums.
Noam Murro of Biscuit Filmworks directed for BBDO New York.
Credits
Client AT&T Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative director; Matt Vescovo, creative director; Bill Heater, copywriter; Marc Klein, art director; Julie Collins, group executive producer; Diane Hill, executive producer; Sasha White, assistant producer Melissa Chester, executive music producer. Production Biscuit Filmworks Noam Murro, director; Eric Schmidt, DP. Music Human Sloan Alexander, composer. Editorial Rock Paper Scissors Stewart Reeves, editor; Luke Mcintosh, assistant editor. Visual Effects Method
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
