Taco Bell introduces the Chipotle Crunch Burrito through a fast-paced commercial spot that highlights the preparation of the menu item. The video features a series of layered, close-up sequences focusing on fresh ingredients, including chicken, crispy tortilla chips, lettuce, tomatoes, and melted cheese, finished with drizzles of chipotle and white sauce.
Directed by Benjamin Flaxman with production by Tasty Pictures, the campaign utilizes dramatic studio lighting to emphasize the textures of the ingredients. The live-action technique captures the assembly process, from the initial layering to the final roll of the tortilla.
