Back in September we learned that L.A.-based chicken chain El Pollo Loco had split with its creative AOR BSSP and invited several area shops to compete for its business. Those parties included a unit called GM Plumbing and VITRO, which won the review for an account that was worth $27 million in 2012. The MDC Partners shop has now released its first creative work for the brand with the help of director David Gelb, who helmed the excellent 2011 doc “Jiro Dreams of Sushi” and the consistently good (if you’re into that sort of thing) Netflix series “Chef’s Table.” Like his previous work, this one is all about culinary authenticity that comes “Fresh From the Grill.” It’s also got a bit of that L.A. flavor—no, not the Golden Globes kind. Brothers Jake and Victor Camozzi, who joined VITRO last February to launch its Austin office, led creative on the campaign. “It’s a new direction,” Jake said regarding the new work. “In the past they were a little more comedy-based, but this is a lot more documentary-style and anthemic.

They are a legitimate brand with a great heritage and history that’s part of the fabric of L.A.”jiro dreams of sushi nyc The chain, which initially started in Mexico, opened its first California location in 1980 and now includes 400 such branches. jiro dreams of sushi is he still alive“It started with one place on Alvarado Street with one guy cooking really good chicken,” Camozzi said, “and we wanted to bring it to life as almost a love letter to the city.”sushi soy paper gluten free Victor Camozzi said that the agency thought of Gelb as an ideal director for the campaign: “As soon as we jumped on the phone he said, this is directly in my wheelhouse, shooting food in a way that looks real but not like the visual tropes of other food shooters out there.”sushi online bestellen wien

Jake adds that the history of the company “made our job really easy” and that the team also collaborated with Jorge R. Gutierrez, an illustrator who created the mural that plays a prominent role in the above spot and directed the 2014 animated film The Book of Life.jiro dreams of sushi location My father taking a picture of the @elpolloloco mural. what sushi rolls are low calorieI think, for maybe a few minutes, he was a tiny bit impressed. sushi online delivery montreal — Jorge R. Gutierrez (@mexopolis) January 4, 2017 The Camozzi brothers told us that future spots will delve deeper into the Pollo Loco story, and VITRO will also be handling social media for the client, though that work is still in development.

“There’s no denying the immense influence that the vibrant personality and character of LA has had on El Pollo Loco, and it became clear to us our campaign needed to tell this hometown story,” said VITRO CEO Tom Sullivan. “We’re proud to debut ‘Road to Authenticity’ which highlights the quality and authenticity of El Pollo Loco through a beautiful and enticing travelogue showcasing exactly what inspires everything they do and have done for over 30 years.” In the meantime, here are two more recent :15 spots.There's so much drooly food porn on TV these days, it takes an exceptional subject to arrest our senses and hold our attention. Now 86, Jiro Ono — the world's premier sushi chef — is that subject. And the lovely little documentary “Jiro Dreams of Sushi” honors Ono while making his culinary creations of horse mackerel, squid, egg, halibut, fatty tuna, “medium” tuna, lean tuna and gizzard shad, served in his 10-seat Tokyo restaurant, look like the most wondrous mouthfuls of fish on rice on the planet.

More than one interview subject in producer-director David Gelb's film speaks of how "nervous" they were trying Ono's restaurant, located underground near the Ginza subway station, for the first time or simply the most recent time. It's a sacred temple of sushi, not well suited to leisurely meals (some diners eat in as few as 15 minutes) or idle chatter regarding its coveted three-star Michelin rating. Ono's presence is quiet but charged from within, and he emits the cool, exacting regard of the monumentally self-critical specialist.Two Ono sons figure into this story. The younger,Takashi,has opened up his own restaurant elsewhere in Tokyo. Older brother Yamamoto, now 51, per Japanese custom is in line to take over for his father when Jiro retires.It's not easy being compared with their father, whose own childhood was harsh and virtually fatherless (his father drank and took off when Jiro was 7). Jiro's work ethic borders on the pathological, even among world-class chefs. "Nowadays," Jiro says on camera with a slight smile, "parents tell their children, 'You can return if it doesn't work out.'

When parents say stupid things like that, the kids turn out to be failures."The details are delectable in"Jiro Dreams of Sushi,"such as the time taken to properly massage an octopus before boiling (30 to 40 minutes) or the aspects of Jiro's calling that drive him each day (his goal, always, he says, is to "be regarded honorably").At 72 minutes, Gelb's documentary (which does revert to the food-doc fallback of the slow-mo close-up once too often) regards with fondness its subject and his kingdom. Plus, we meet a variety of interdependent characters, from tuna vendors to rice experts, all in thrall to Jiro and his sons. 'Jiro Dreams of Sushi' -- 3 1/2 starsMPAA rating: PG (for mild thematic elements and brief smoking)Running time: 1:22Opens: Friday Too cold for car wash? Motormouth answers your questionsPriscilla Lifts The Veil On Sex Life With ElvisDouble Murder: A Family Affair? Dark meaning of bubble-gum Pumped Up Kicks is tough to chewSome Tips That Will Help Your Fireplace Stop SmokingPrincess Grace`s Fatal Crash: Her Daughter`s Account