In the mini Super Bowl of regional ads, GrubHub is introducing a flying burrito that crashes into the heads of anyone foolish enough to order food by phone.
The message is anything but subtle: Order via GrubHub's mobile app or risk bodily harm. "Burrito," from lead agency Barton F. Graf 9000 in New York, will air in five markets during the third quarter of the game: Los Angeles, San Francisco, Miami, Baltimore, Md., and Washington, D.C.
The agency is also breaking a new ad during NBC's never-ending pre-game show. That spot, "Wrong Order," features an irate guy who chases after a deliveryman on a moped after he gets a bologna sandwich instead of Cobb salad.
Here's a look at both ads, which were directed by Aaron Stoller of Biscuit Filmworks: