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PRESS RELEASE
Denver, CO
June 10, 2003
Morey Evans Creative Breaks Mold For Tech School Advertising
Three new television commercials recently created by Morey Evans Advertising for Wyotech,
one of the nation's premier technical schools for automotive repair, are a far cry from the
standard industry fare.
The message of the 30-second spots leverages the experience, competence and pride that
come with being a Wyotech graduate. They are designed to support the theme line, "Not just
an education that teaches you. An experience that changes you."
The campaign, called "Coming Home," consists of small events that take place when Wyotech
students come home after graduating. These events include a young man met by his parents
after driving home from school, a young woman showing some of her hometown friends a hot
rod truck she worked on, and another young man being greeted by his new boss on his first
day at work.
"Before starting creative work, a number of us from the agency spent a day touring the
school's primary campus in Laramie, Wyoming," relates agency Creative Director, Tom Evans.
"We were really blown away by the quality of the school and, more importantly, the quality of
the students. These kids are on a mission to learn, and it's clear the school molds them in
ways more far-reaching than just how to fix an engine or do body repair."
From that insight, Evans and art director Julie Morey formulated a creative plan that would
accurately paint the composure and maturity of the students themselves, rather than the
classes and programs.
According to Morey, the client's grasp of the necessity of brand and the power of brand was
inspiring. "Our client wanted true branding," she states. "We gave them a brand expression
that would play to a number of audiences, from potential students and their peers to their high
school counselors to their parents."
Evans continues, "These are good, honest, salt-of-the-earth characters that prove that
dramatic depth in advertising can be amazingly human and real. That's the sweet spot of the
brand story."
The spots will air on TNN and other national programs. The first media exposure will be a
month of airings in Wyotech's local communities of Laramie, Wyoming and Pittsburgh,
Pennsylvania. The local airings will help promote the brand message to the local community
and Wyotech employees building an awareness of the local asset they have right there in their
own town.
For more information, contact Glenn Morey at 303.296.8011
or email gmorey@moreyevans.com.
© 2006 Morey Evans Advertising
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