Chipotle crossed the ice in the Stanley Cup quarterfinals

Do you remember when players battling and fans jumping onto the ice were the most disruptive things you saw at NHL games? Well, that’s nothing compared to a stunt Chipotle unleashed on May 19 during TNT’s broadcast of a Stanley Cup quarterfinal game between the Colorado Avalanche and the St. Louis Blues. .

When the network apparently income from commercials to start the third period, a trademark Zamboni drove a huge bowl of burrito and fork into the center of the ice.

Play-by-play announcer Alan Roach happily recounted the scene, which took an unexpected and jarring turn…

…when a gigantic gloved hand slammed into the frozen surface, grabbed the bowl, disappeared, then came back to grab the fork.

Of course, it was all just a commercial, 45 seconds in length and dreamed up by Venables Bell + Partners in conjunction with The Famous Group, complete with a CGI overlay transforming the rink for TNT viewers.

“This technology created the illusion that the event was happening in real time on the ice,” VP+B creative director Greg Coffin told Muse.

The spot, also projected in-game on the Enterprise Center Jumbotron, is visually impressive and goofy in a really good way. Its clever fusion of content and commerce is reminiscent Tide’s 2017 Super Bowl Extravaganza in which a mysterious stain on announcer Terry Bradshaw’s shirt led to a comedic branding adventure.

It is also reminiscent of a stunning visual Stunt 2018 by PlayStation and BBHwhich turned the Golden State Warriors home field into a halftime God of War simulation, using map projection.

Chipotle’s mixed reality game has generated over 200,000 views on Twitter, more lots of social chatter and media coverage.

“Experiences like this are a new way for brands to engage with their audiences,” says Coffin, offering mass reach, unlike virtual reality, which remains somewhat limited as it relies on headsets. for the commitment. “Mixed reality is definitely in its infancy, and I think we’ll see more brands leveraging the technology in the future. It’s another real-world brand storytelling tool. , which makes it different and exciting. As technology evolves, these experiences will only become more immersive.”


CUSTOMER | Chipotle
Marketing Director: Chris Brandt
Vice President, Brand Marketing: Stephanie Purdue
Senior Manager, Brand Marketing: Scott Robinson
Artistic Director: Shelley Sheppard
Senior Creation: Bianca Pettinicchi

AGENCY | Venables Bell + Partners
Founder, President: Paul Venables
Partner, President: Kate Marceau Jeffers
Partner, Creative Director: Will McGinness
Group Creative Director: Gus Johnston
Creative Director: Greg Coffin
Creative Director: James Duffy
Main artistic director: Diego Zelaya
Senior Writer: Michael Ng
Group Brand Director: Kristin Obi
Brand Director: Justin West
Integrated Production Manager: Hilary Coate
Executive Producer: Dennis McKinley
Producer: Ben Latimer
Associate Director of Commercial Affairs: Tina Thorland
Business Affairs Manager: Christine Tom

MANUFACTURING | The famous group
Executive Vice President of Production: Andrew Isaacson
Executive Vice President, Creative Technology: CJ Davis
Executive producer: Erik Burak
Creative Director: Hemu Karadkar
Mixed Reality Lead: Erik Beaumont
Producer, Mixed Reality: Adam Berger
Producer, Mixed Reality: Gil Colon
Producer, Mixed Reality: Symon Coak
Editor-in-Chief: Steve Davis
Lead EU Artist: Jeremy Lobdell
Unreal artist / Pixotope: Halim Nagadi
3D Generalist / EU Artist: Dallas Robinson
Lead Environment Artist / EU Artist: Elpidio Loveranes
Houdini Artist: Christian Keller
3D animator: Chris Villa
EU Lighting: JJ Kim
Pixotope artist / Graphic operator: Alex Zambrano
Sound design and mixing: Chris Pinkston

Technology Partners
epic games
Unreal Engine
Studio XR
Real point laser scanning

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