chipotle, wtf?
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- ifeltdave
Is this a mistake or what?
- johanito0
no, move on.
- randommail0
well, honestly it's better than if there was some wannabe hip, irreverent, branded messaging.
It's the panera bread of burrito joints FFS.
- desmo0
That looks bad. If you're going to use lorem ipsum, at least make it look like spanish lorem ipsum
- NONEIS0
Old news, pretty sure the in house team claimed this was a joke for people like us to catch, not sure I buy it though...
- randommail0
I don't buy it either. It's a weak idea if it was intentionally trying to be clever. It smells like the designer(s) trying to cover up their slip up. NO client would ever approve of that, let alone understand what was going on.
- duckofrubber0
From http://www.meetassociated.com/bl…
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William Espey
April 5th, 2010 at 2:34 pmIt is hand-written, therefore, it is in fact a JOKE – albeit for a very small audience, but a joke none-the-less. Who in the world would bother to hand write place-holder text?
I have been here at Chipotle as the in-house creative for over 10 years now, burying obscure bits and pieces into our advertising and collateral to create depth and some sense of intellectual adventure. If everything is instantly recognizable to the entire audience, it is not pushing the intellectual envelope at all – and so is not creating a space for curiosity and growth. Advertising is typically a blunt instrument used to simply hit the consumer over the head with the obvious. We have endeavored over the years to make it more interesting, challenging, giving our audience the benefit of the doubt. If we hold society to a low standard, that is all we can hope for society to achieve. If we raise the standard, we can hope to create change in those who wish to engage on that level. The responsibility of the Creative individual in our society is not to be just the mouthpiece of the machine, but to use the impact that they have on a large audience to elevate the collective through thought provoking word and design.
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- ifeltdave0
yeah once I looked at the lettering and realized it was done by hand, I figured it was likely on purpose. you never know though :)
- Aa110
the spanish interpreter was on vacation
- 74LEO0
Well really how many people are really going to get it. Really for designers everyone else is like dafuck is this spanish?
- DrBombay0
The quick brown fox jumps over the lazy dog
- SrSamaurai0
it makes sense to me because when i used to eat at chipotle their gristle meat made me writhe in pain:
A close English translation might be "pain itself" (dolorem = pain, grief, misery, suffering; ipsum = itself).
- ali0
They could've at least used a lorem excerpt that related to the brand like....
Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure.ie. relating to the pain endured for the pleasure of eating the chilli
- OSFA0
I remember one time sitting monitoring a focus group, there was a guy who could not get over the 'turkish' content. Why would he think it was Turkish we never understood but he had the same comment for all 4 concepts presented.
"I wish I knew Turkish so that I know what's going on here..."
- sir, it's not Turkish, it's just filler text.... Let's focus on the campaig..
-"oh ok, but it would help if you guys used English so that I could understand the concept better..."
gotta love focus groups...
- vitamins0
If they had real jobs, they wouldn't be in the focus group lol