January 26, 2026
Chipotle: "Choices"
We knew that in making a competitive piece for Chipotle, we had to do it carefully. “Choices,” our new national spot, is simple and positive, letting the visuals, and the music, do the work and bring viewers behind the scenes of Chipotle’s daily prep. Fresh chopping, hand-mashed avocados, and grilling are set side by side with the frozen, fried shortcuts common in the category. No names named. No voiceover. Just a track with the right swagger and a clear contrast that lands a simple philosophy: real food is better.
