Description
Chipotle basically says, “We could brag about our fancy, locally sourced ingredients… but we won’t. Short headline. You’re welcome.”
It’s an ad that roasts its own ad, and somehow still sells burritos.
How This Works:
It uses meta-humor.
The joke is that they’re “too honest” or “too cool” to do the boring marketing thing, which makes you trust them more.
And by highlighting one bold word (“INGREDIENTS”), you still get the core message without the lecture.
How You Can Reuse It:
Call out the thing you could say… and then purposely don’t say it.
Expose the marketing trick while still delivering the benefit.
It makes people feel like they’re in on the joke, and people love ads that treat them like they’re smart.
