Errol Morris Documents Chipotle’s Freshness, For Real

Errol Morris is a documentary filmmaker. Some of his famous films include Fast, Cheap & Out of Control (1997), The Fog of War (2003), and The Thin Blue Line (1988). He also directs commercials.

In this new campaign for Chipotle from Venables Bell + Partners, Morris, and post-production house, Timber, the client’s fresh food is prepared before one’s eyes (not in a factory far away).

Pride in one’s work is an important theme to surface here. Workers in a Quick Service Restaurant needn’t be automatons. The more human and attentive to the needs of the hungry humans before them, the better.

At Chipotle, a customer typically interacts with three team members before heading to a table or the door with food. The team members and their attention to detail is a critical part of the Chipotle experience.

Chipotle—as its fans and detractors will both recall—made a lot of burrito-loving people sick a couple of years ago. It’s the kind of incident that could sink a restaurant brand. Thus, any new creative made to support this brand must build trust in the food and the people who prepare and serve it. This campaign does that, while successfully showcasing the brand’s made-from-scratch appetite appeal.