Chipotle will highlight farmers in its 30-second ad
By Diego Flammini
On Feb. 7, some people are going to watch the Super Bowl because they’re interested in the game, while others may only pay attention to the ads that run during the broadcast.
Advertisers spend millions of dollars each year for a 30-second spot because of how many sets of eyes are likely to see the commercial.
In 2019, for example, half of a minute of airtime during the big game cost an average of $5.25 million, Business Insider reported. The average TV audience for the same game was around 100 million people, Reuters reported.
On Super Bowl Sunday, at least one commercial will feature agriculture.
Restaurant chain Chipotle is running its first Super Bowl commercial this year.
The ad, titled “Can a Burrito Change the World?” begins with a young boy wondering if his meal could have major effects.
“It could change how we plant things, water things, grow things, pick things, move things and transportation things,” he says during the commercial as images of farm work appear on the screen.
The ad is part of Chipotle’s overall commitment to supporting the ag sector.
On Feb. 7, Chipotle will donate $1 to young farmers for every delivery order and is investing $5 million over five years to help young farmers succeed.
“Our big game ad debut is a milestone moment for our brand,” Chris Brandt, chief marketing officer with Chipotle, said in a statement. “We want to use this massive platform to help shift attention toward creating positive change for the challenges our food system faces and educate consumers on how they can make a difference.”
Other commercials have highlighted ag in past Super Bowls too.
In Chevy's "Romance" commercial, a farmer loads a bull into a trailer on the back of his truck. As the truck pulls away, the song "I Believe in Miracles (You Sexy Thing)" begins to play. The commercial follows the bull to his temptation island where some very eligible bachelorettes await his arrival.
This commercial by America's Milk Processors features Dwayne "The Rock" Johnson encountering different obstacles as he tries to get milk for his kids.
South Korean pop star Psy lends his hit Gangnam Style and his dance moves from the video to encourage people to eat more pistachios. When they do, they're so "Crack it Gangnam Style!"