Chipotle keep cool in new NHL spot
Chipotle Premieres New Mixed-Reality Spot with the Colorado Avalanche in an NHL First.
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Chipotle and agency Venables Bell & Partners/San Francisco broke the ice in partnership with The Famous Group, an award-winning fan experience technology company, during the Colorado Avalanche’s second round Stanley Cup Playoff series vs the St. Louis Blues at Ball Arena in Denver.
Chipotle, the official Mexican-themed quick service restaurant of the NHL, premiered a new mixed-reality ad that marked the first time the NHL leveraged mixed-reality technology for broadcast viewers.
During the game's second intermission, a Chipotle branded Zamboni brought out a giant burrito bowl and fork to the middle of the rink with the messaging “Real Food for Real Athletes.” A giant hockey glove then burst through the ice, grabbed the bowl, and submerged itself back under the ice. A few beats later, the hockey glove emerged, hungrily pawed for the black fork, and finally held it up in victory. To simulate the ice breaking, The Famous Group leveraged versions of Houdini and Pixotope /Unreal Engine.
Credits
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- Production Company The Famous Group
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Credits
View on- Production Company The Famous Group
- Chief Creative Officer Will McGinness
- Group Creative Director Gus Johnston
- Creative Director Greg Coffin
- Creative Director James Duffy
- Executive Producer Dennis McKinley
- HP Hilary Coate
- Creative Director Hemu Karadkar
- Executive Producer Andrew Isaacson
- Senior Copywriter Michael Ng
- Producer Ben Latimer
- Senior Creative Bianca Pettinicchi
- Brand
- Sound Designer/Mixer Chris Pinkston
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Credits
powered by- Production Company The Famous Group
- Chief Creative Officer Will McGinness
- Group Creative Director Gus Johnston
- Creative Director Greg Coffin
- Creative Director James Duffy
- Executive Producer Dennis McKinley
- HP Hilary Coate
- Creative Director Hemu Karadkar
- Executive Producer Andrew Isaacson
- Senior Copywriter Michael Ng
- Producer Ben Latimer
- Senior Creative Bianca Pettinicchi
- Brand
- Sound Designer/Mixer Chris Pinkston
In November of 2021, Chipotle announced its multi-year North American partnership to become the official Mexican-themed quick service and Mexican-themed fast-casual restaurant of the NHL. Chipotle’s partnership with the NHL is the brand’s largest sports sponsorship to date and the first time Chipotle has been an official sponsor of a major professional sports league. The Chipotle logo will be featured in a corner in-ice brand position for every game during the Stanley Cup® Playoffs throughout the partnership.
Chipotle continues to secure itself as one of the most digitally innovative fast casual brands. This AR spot follows closely on the tail of the brand’s metaverse expansion in Roblox, their $50M VC fund aimed at early-stage tech companies, and creation of Chippy the robot, in partnership with Miso Robotics.
