This almost makes me want to eat at Chipotle.
I'll eat Chipotle in a pinch. It's fairly generic Mexican food. I'm from Southern California and lived in and around San Francisco; I've always been around plenty of great, authentic Mexican food places. Though, since I'm acting all Mexican food snobbish, I do need to disclose that once every three months I'll spend $10-$15 at Taco Bell and just go nuts*. And then feel terrible 30 minutes later.
Chipole's new campaign is fantastic. They've built a game for smartphones called Scarecrow with an accompaning short animation, as you see above. The best part about this is that it's not in-your-face. They've put the entertainment value above the branding. And it is good. The animation is as good as any of those shorts no one's ever heard of that are nominated for Academy Awards. And the Fiona Apple cover of Willie Wonka and the Chocolate Factory's "Pure Imagination" is brilliant. The game is fun, easy, and as good as most time-killing game apps. I played it a bit. I'm not a huge fan of the games where you have to tilt your phone to make he action happen, but that's just me.
*My usual once every three months Taco Bell order:
1 Mexican Pizza, no olives
1 Double Decker Taco, with a side of nacho cheese (old school Taco Bellers know what that's about)
1 Bean Burrito, no onions, add sour cream
1 Hard Taco
1 Tostada and/or 1 Enchirito
I may have to make a run for the border twice this quarter.