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Chipotle’s all-creator TV ads show which unscripted moments convert

Chipotle used 100 creators with no brand direction to shoot two national TV spots, and iSpot’s SAGE found Chili Lime Chips beat Pollo Asado on likeability (720 vs. 671) and purchase intent (74% vs. 64%).

Why it matters. Creative teams get a data-backed case that unscripted kitchen footage and bold on-screen product text convert curiosity to purchase intent, while ambiguous prep visuals drag scores down.

Signal from The Measure · Eleanor Semeraro · read the original.

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