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SMU Places Second in Chipotle's Ad Competition

'The Wall' Some 300,000 Clicks Behind University of Nebraska's 'Dady'

SMU advertising and cinema-television students came up a bit short of clicks in the second round of Chipotle Mexican Grill's "30 Seconds of Fame" ad contest, Chipotle officials announced Friday afternoon (Nov. 17, 2006), when the competition ended.

The SMU team's "The Wall" placed second behind the University of Nebraska's "Dady." The winner in the second round was based on the number of views of videos submitted by teams from 22 colleges and universities nationwide and posted on YouTube.com. "The Wall" drew 7.7 million views while "Dady" got 8 million.

The University of Nebraska's team will receive the $10,000 prize.

On Oct. 24, Chipotle uploaded all of the approved entries – including six from SMU – to YouTube.com and begin counting which submissions were being viewed the most.

In the first round of the competition, Chipotle announced Nov. 3, 2006, that an eight-member team of SMU students had submitted the best commercial and were the winners of the round's $20,000 prize for their 30-second spot, The Wall.

Jim Adams, executive director of marketing for Chipotle, described the SMU students' work in glowing terms, citing the powerful way it captured the Chipotle brand. He also offered high praise for the ad's original music and high production value.

The $20,000 prize money was awarded to the students and their academic departments. Members of the winning team included Alexandra Edwards (ADV), Jordan Mathis (CTV), Nick McCarthy (CTV), Kyle McCook (ADV), Sarah Nolen (CTV), Jason Shipp (ADV), Sirichai "Tex" Sirisawat (ADV) and Peri Wilson (ADV).

Overall, fifteen students from the Meadows School of the Arts entered the contest -- nine majors in the Temerlin Advertising Institute and six from the Division of Cinema-Television. Working in two teams, each group conceptualized, wrote, filmed and edited three 30-second spots.

SMU's other entries:

• Bingo
• Restaurant
• Fresh Market
• Dryer
• Garden

Other SMU students who participated in the competition include Kirby Carlberg (ADV), Jack Gallivan (ADV), Travis Mabrey (CTV), Matthew McFerrin (ADV), Sunil Sam Padiyara (CTV), Brad Skeba (ADV), and Brent Turman (CTV).

Faculty advisors for the entries were Assistant Professor Mark Kerins of Meadows' Division of Cinema-Television and Assistant Professor Glenn Griffin of the Temerlin Advertising Institute.

Facts Worth Noting
(Courtesy of BusinessWire)

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