"This spot was part of a campaign created specifically for PBS. Chipotle sponsored a national cooking program on PBS and each ad was having fun with what PBS is known for. In this case, a pledge drive is ruined by people consuming burritos instead of answering the phone. We went to great lengths to create situations that felt like they would at first seem real to the viewer. The spots got considerable coverage in mainstream press because it was the first time 'ads' had run on PBS. We did not change the rules that had existed for PBS sponsorship we just approached these fifteen-second opportunities differently than other companies. We were pleasantly surprised when PBS embraced the idea and very happy that people enjoyed them when they aired." “PBS Telethon” :15(Open on man in a television studio standing in front of a backdrop that reads Pledge Drive)SFX: Many phones ringing.Man: (Very soothing voice) Welcome back, we appreciate your support and look forward to bringing you more outstanding shows like this one. (Man is almost drowned out by the sounds of unanswered phones. Cut to the man looking confused as more phones begin to ring. Cut to multiple rows of phone operators eating burritos)Camera Card: Chipotle/ gourmet burritos and tacos