Why the Chipotle YouTube video works as the new form of advertising in the social media world

During the 2012 TMT Predictions 2012: Looking ahead at the trends presentation I attended in Ottawa two weeks ago, I saw this video:

It was presented as an example of a new form of advertising. Notice how the brand's logo appears only briefly. Rather than saying "We're Chipotle, buy our tacos!" it creates a theme, a feel, an idea that you get caught up in.

One of the most famous ads of all time, Coca-Cola created a mood with this ad rather than pushing a "buy now" message.

Like Coca-Cola's "Hilltop" TV ad (also known as "I'd Like to Teach the World to Sing"), Chipotle has not only positioned itself differently than its competitors, but used a different way to position itself.

Most restaurants use glossy pictures of steaks, burgers, fries and cold drinks. They appeal to our animal nature to eat. This ad climbs higher on