From the very beginning, the advertising at Chipotle wasn’t focused so much on pushing product, but on engaging with the viewer in an entertaining and engaging way. It was all about building the brand over driving sales. As a creative, that was a luxury. Over time the messaging had to shift to a degree as competition grew, but the fundamental voice was focused on being fun and irreverent. 

Here’s an abridged scroll through history — with very old school work at the end.