Do you have to invent genius?

I was driving west on 6th Avenue here in Denver this morning, on my way to do a little shopping at Last Call, the bargain version of Neiman Marcus, when I noticed a billboard for Chipotle. It appeared new - and old - at the same time. That's because, after months of a new look, it seems as though like the burrito people have gone back to the original - a burrito, wrapped in foil, on a plain white background with a short simple headline, in this case, "Fulfillment." I thought maybe they finally realized how good that campaign was and got over the need to unnecessarily reinvent. I told my wife, who doesn't buy into advertising at all (at least that's what she says) the story of how Chipotle had hired a new agency, the possible result of a new marketing director, and had ditched the look they'd had since the beginning. I theorized that maybe the new marketing guy had felt the need to put his own mark on the brand when it occurred to me, recognizing genius is every bit as impressive as creating it.