Chipotle and agency Venables Bell + Partners have launched the third iteration of the “Behind the Foil” documentary-style TV campaign in collaboration with famed documentarian Errol Morris of Moxie Pictures.
Behind the Foil features unfiltered testimonials from real team members about the impact Chipotle has had on their lives, as well as a glimpse into daily preparation using real ingredients and classic culinary techniques, a key differentiator for Chipotle. The campaign puts transparency at the forefront without employing typical advertising tools like scripts or music.
The latest campaign features five Chipotle restaurant team members: Cheyenne, Christina, Ehan, Shawn, and Skye. In this spot, we meet Cheyenne as she prepares and talks about guacamole.
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Credits
Client Chipotle Agency Venables Bell + Partners Paul Venables, founder; Will McGinness, partner, chief creative officer; Kate Marceau Jeffers, president/partner; Hilary Coate, head of production; Dennis McKinley, executive producer; James Duffy, Greg Coffin, creative directors; Diego Zelaya, sr. art director; Michael Ng, sr. copywriter. Production Moxie Pictures Errol Morris, director; Robert Fernandez, exec producer; Jodi Fisher, head of production; Julie Bilson Ahlberg, producer. Editorial Arcade Edit Kim Bica, editor; Crissy DeSimone, exec producer; Wendy Umanzor, producer.
In this BMW spot out of Hamburg agency Jung von Matt, an octopus performs an impressive underwater waltz--powered by a central nervous system. The dance is a metaphor for the unique performance of BMW’s new central control unit: the BMW Heart of Joy.
BMW first unveiled this innovative control computer--which calculates all driving dynamics functions--back in April. During its first major test at Auto Shanghai, the Heart of Joy took center stage as part of the BMW Vision Driving Experience.
Now, BMW showcases the unique performance potential of the Heart of Joy in “Octowaltz,” from production companies Parasol and Untold Studios--with the latter shop’s Diarmid Harrison-Murray serving as director.
The thought experiment: The octopus is a fascinating creature. Its decentralized nervous system allows it to coordinate individual parts of its body independently--much like a conventional car, where acceleration, braking, steering, and other functions are controlled by separate units.
But what if the octopus could channel its power through one central nervous system--the way BMW’s Heart of Joy control unit unites drive, braking, energy regeneration, and partial steering functions?
The result: an unbelievable, perfectly coordinated, masterfully choreographed underwater performance.
The campaign draws a poetic parallel between the fluid movements of the octopus and the driving experience delivered by the Heart of Joy. “Okto the Octopus” waltzes with masterful control, exceptional precision, and effortless agility--while maintaining safety in every situation.
