I never would have picked Willie Nelson as a spokesperson for a national quick service Mexican chain, but somehow Chipotle's choice seems organic and true – exactly what they were looking to do! Country singers and Mexican cuisine aren't a natural pairing, but Willie Nelson is less country and more storyteller. Willie's raw voice paired with the simple animation integrates the lyrics, creative and message makes this more than a Corporate Social Responsibility message. In fact, viewers might mistake the video for a Public Service Announcement! That is, until they see the simple, "all American" and welcoming Chipotle truck.
Chipotle’s video breaks the typical celebrity endorsement integration. Not only does Chipotle tear down what normal marketers may think of when they think Mexican, but they also stayed true to their brand’s central message – sourcing better quality ingredients that's better than mass produced crap.
Thanks to this spot, my next burrito will DEFINITELY be from my friends Chipotle and Willie.