NHL Elites Matty Beniers and Jack Hughes Skate for Chipotle
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Created with Venables Bell & Partners, two brisk Chipotle spots stars hockey elites Matt Beniers of the Seattle Kraken and Jack Hughes of the New Jersey Devils. They skate alone, showing off their speed and agility, each delivering an internal monologue on the "key ingredients" that fuel their play.
Ingredients previously informed Chipotle ads with U.S. Men's National Team stars Christian Pulisic and Weston McKennie during last summer's FIFA World Cup.
The QSR signed a multiyear North American partnership with the NHL in 2021. That ranks as Chipotle's largest sports sponsorship and marked its first official sponsorship of a major pro-sports league.
The new ads will run through the NHL Playoffs on the league's digital and mobile platforms and across CBS channels.
The goal, says Stephanie Perdue, vice president of marketing at Chipotle, is to to showcase the authentic relationship athletes have with Chipotle—from their first game through the highest level of professional play. "Hockey is more than just a sport, it's a way of life. At Chipotle, we share that same level of passion when it comes to our fresh ingredients and classic cooking techniques," says Perdue.
"Each execution provides a side of athletes we typically don't see in sports media and other advertising efforts," adds VB+P creative director James Duffy. "By showing the athletes outside of game time and bringing their true love for their sport to the forefront, we get to know them more."
Renowned music director Colin Tilley and top drone pilot Alex Vanover contributed to the campaign.
During last year's Stanley Cup Playoffs, Chipotle ran a mixed reality ad featuring a giant burrito bowl and fork to the middle of a rink. A huge hockey glove burst through the ice, grabbed the bowl, and vanished back beneath the surface. The hand re-emerged, hungrily pawing for the fork, and ultimately raising it in victory.
Chris Brandt – Chief Marketing Officer
Stephanie Perdue – VP Brand Marketing
Shelley Sheppard – Brand Creative Director
Scott Robinson – Senior Manager, Brand Marketing
Michael Kotick – Senior Director, Brand Marketing
Bianca Pettinicchi – Creative Lead, AD
Dennis McKinley – Executive Producer
Sam Tarde – Senior Integrated Producer
Kristin Obi – Group Brand Director
Alyssa Gaio – Brand Supervisor
Will McGinness – Partner, Chief Creative Officer
James Duffy – Creative Director
Greg Coffin – Creative Director
Diego Zelaya – Senior Art Director
Michael Ng – Senior Copywriter
Christine Tom – Business Affairs Manager
Jonah Kaufman – Senior Strategist
Brad Smith – Senior Vice President
Michael Socks – Account Supervisor
Jessica Sauzameda – Senior Account Coordinator
Colin Tilley – Director
Matthew Kauth – Executive Producer
Jade Forte – Executive Producer
Lisa Arianna – Line Producer
Brendan Uegama – DP