Thursday, September 17, 2009

June 2008 Video Production Alum

Ode to a Chipotle burrito
wins $10,000 for Texan

Shane Connelly likes his Chipotle burrito with steak, peppers and onions, black beans and cheese; no lettuce. For that, plus a little musical and video talent, he gets $10,000.

Connelly, of Denton, Texas, was proclaimed the winner Monday of Denver-based Chipotle Mexican Grill Inc.'s "My Chipotle" contest for the best customer-generated commercial.

Contestants created ads about their favorite combination of burrito ingredients and uploaded them to Chipotle's website. Connelly's do-it-yourself spot for his "Oso Closo Burrito" featured a saucy little soul tune about its ingredients. Besides winning the $10,000 grand prize, Chipotle plans to add Connelly's burrito recipe to its Dallas-area menus for a limited time.

Clay Carnill of Rochester, Mich., took second place for his rap-style spot. He gets $5,000 and a party at a local Chipotle for 50 friends.

Chipotle claims there are 60,000 possible combinations of ingredients for its burritos.

"We received thousands of submissions with dramatically different approaches and including everything from original music to animation and photography," Mark Crumpacker, Chipotle chief marketing officer, said in a statement. "The common thread through them all was just how passionate these customers are about their favorite Chipotle food."

The winning and runner-up amateur ads can be viewed at

The overall "My Chipotle" campaign was developed by Butler Shine Stern and Partners of Sausalito, Calif. Chipotle (NYSE: CMG) operates about 900 restaurants.
Denver Business Journal - by Mark Harden

Click here to view the video:

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