Chipotle x NHL Mixed Reality Experience
May 24, 2022

Chipotle x NHL Mixed Reality Experience

As part of Chipotle’s official partnership with the NHL, the brand and VB+P broke the ice during the Colorado Avalanche’s second-round Stanley Cup® Playoff series vs. the St. Louis Blues at Ball Arena in Denver. Chipotle premiered a new mixed-reality ad that marked the first time the NHL leveraged mixed-reality technology for broadcast viewers. The idea was conceived by VB+P and produced in partnership with The Famous Group.

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 message “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.


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