Students create Chipotle ad
Class enters ‘Andy Chipotlegs’ video into national contest
Today, University of Kansas students may see a life-size Chipotle burrito walking around campus. “Andy Chipotlegs” is not free food, though, but instead the main character in a video that KU students created and that is a finalist in Chipotle’s national contest, “30 Seconds of Fame.”
Wednesday, November 7th, 2007
The campus’ newest celebrity wasn’t in Allen Fieldhouse last night, or ranked fourth in the BCS standings. University of Kansas’ Andy Chipotlegs is the delicious new star of a national advertising contest for Chipotle.
Andy, the star of “Burrito Friends Forever,” was created by eight KU students. The advertisement is among 12 finalists in the running to win Chipotle’s national contest, “30 Seconds of Fame.” The winner will receive $30,000, half of which would go to the School of Journalism, and the other half to the students. The winning ad will be announced Thursday, Nov. 15.
Annemarie Deslauriers, Carlie Jacobsen, Liz Weisman, Matt Doubrava, Nathan Markley, Patrick Crough, Sara Turnbull and Stacy Dvorak are enrolled in a strategic campaigns class in the school. The group said Chipotle invited about 120 universities and colleges to participate in the contest.
“Burrito Friends Forever” came from weeks of research on campus, and joined with local Chipotle restaurants to create the perfect ad for Chipotle’s targeted audience, students between the ages of 18 and 24. The class asked students what they associated with Chipotle and tried to create a humorous video students would enjoy.
“There was constant discussion everyday,” Jacobsen, Tulsa senior, said. “It was fun to throw out ideas because we are in the target demographic.”
"The group said Chipotle invited about 120 universities and colleges to participate in the contest."
The video features Andy Chipotlegs and his “stalker” on campus. The group tried to incorporate Chipotle’s new message, “Food With Integrity,” which promotes healthy, organic food, and keep the ad entertaining for viewers.
“He’s hormone free, steroid free; he sleeps without his foil,” Doubrava, Lawrence sophomore and burrito stalker, says in the ad. The class’ teacher, Mugur Geana, associate professor of strategic communications, said he believed the combination of a clear message and humor was the strongest part of the KU video compared with the other 11. He said many of the other videos didn’t address the “Food With Integrity” message and stay focused on student viewers.
Markley, Wellington senior, who plays Andy in the video, said doing an ad dressed as a giant burrito was a fun experience. At one point in the ad, admiring young women chase Andy across campus. Markley said the scene was difficult because he couldn’t see through the “burrito” when he ran. He said that even though most people didn’t realize it was him in the giant foil costume, he was still excited about the national exposure.
“I’m the legs,” Markley said. “I signed talent release forms, and now Chipotle owns the rights to my legs.”
The group said students should realize that watching the video and spreading the message would ultimately determine how the ad would fair in the contest. Among the 12 finalists are Big 12 rivals, the University of Nebraska and the University of Texas.
“The students need to get the message out there and realize it’s a proud thing for KU,” Geana said. “It’s a great achievement. The University of Missouri isn’t even a finalist.”
The group said students should keep their eyes open for Andy on campus today. It also encouraged students to view the video at http://youtube.com/watch?v=_cKQjU1lZoM, and to add Andy as a friend on Facebook.com.
The group said that it would definitely celebrate if its ad won, and that Andy might even be spotted in the Hawk’s “Boom Boom Room,” 1340 Ohio St.
—Edited by Chris Beattie
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