Justin Bariso explains how Chipotle's use of heartfelt stories helps "woo" customers back to the eatery (after a flurry of E. Coli cases). Bariso believes these refined animations touch the heart, producing an affection not just for the story told, but also for Chipotle.
"A Love Story" is not the only video Chipotle has produced. One of my favorites is Willie Nelson's distressed voice singing Coldplay's "The Scientist":
Chipotle's use of these animations highlights the power of a well-told story. My hope is that Mindhenge videos have a similar effect, piquing interest with prospective families as well as educating and reinforcing the commitment of current families.
When schools customize the video they are communicating that the story told in the video is not simply a story they like or aspire to, but it's their story.