Los Angeles independent agency Mistress launched its first work for Qdoba after being named creative agency of record for the brand back this past summer.
The animated manifesto “United by Flavor” delivers a message of unity and diversity, while also highlighting the fast casual chain’s dedication to fresh flavors, centered around the Qdoba Luchadors.
“We live in a world where everyone is different and we love it” the voiceover begins, adding that “some are extra spicy” while “others are mild.” The ad then pivots to a celebration of Qdoba’s fresh guacamole, three cheese queso, in-house pickled jalapeños and fresh fajita veggies.
While the Luchador personification of flavors can be off-putting at times, the spot does connect the brand to a broader message while also acting to celebrate brand differentiating ingredients and approaches.
“Differences and disagreements seem to be at an all-time high today,” Mistress creative partner Scott Harris said in a statement. “Qdoba wants to point out that when we all bring our differences together, it makes for a world richer than if we all stood apart. And, no matter how great all of these differences that set us apart may be, there is something greater that has the power to unite us all – our love for great flavor.”
The spot kicks off a campaign that also includes a social media element, with radio and in-store components coming soon. Further extensions will involve multiple product-specific elements and, according to a press release, “[establish] the brand’s point of view through experiential, social and many other touch points.”