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THE POLEMIC Page 5 Will Gske Deiioo Yo “BEETLEBOARDS" A “Beetleboard” is a billboard out of ‘control, having jumped the fence at the side of the highway and joined the stream of traffic. Not so cleverly disguised as a VW, it infiltrates America’s highways for TIME, LEVI’S, UNITED AIRLINES, etc. Madison Avenue gone mad? Hardly. It took two years of careful research and it harles ird A iates, a marketing firm, tried the first pilot’ project. Response has been overwhelm- ing and Beetleboards have gone nation- wide. The VW drivers are just ordinary peo- ple, primarly college students, who get paid for driving their own cars. To qualify they/must have an excellent drive- ing record, and an undented Volkswagon. : The Beetleboards company paints the car for them, puts on decals and then provides $20.00 a month and free car washes. Drivers are enthusiastic. “I have been laughed at, giggled and gawked at, pointed at and talked about. I’ve made new friends”, one student on the West Coast reported. Another said, “Whenever my roomate and | go out. we take the bug because he says it’s easier to girl watch when they’ve already stopped to stare at us!_1’ve even chased a fellow Beetleboard driver halfway across town just to talk to him! “This is nothing less than the greatest. advertising idea in history “ CBS-TV said. That may be a bit strong, but at least Beetleboards demonstrate that advertising needn't be limited'to. the conventional, frequently - annoying 60 - second shock treatment. Charles Bird, frustrated by convention- al media in reaching college students, came up with the Beetleboard idea on the way to a lecture on advertising at a college campus. He noticed a large number of Volkswagons in the parking lot, and it occurred to him they might make moving billboards. And so it gan... Another example of creative adver- tising was Levi’s 1973 Denim Art Con- test. Contestants submitted photos of their jazzed-up Levis, and finalists sent in the actual clothing. First prize was $1,000. The results are exhibited this month at the Museum 6f Contemporary Crafts in New York City. Interested in Beetleboards? You can write for information at Beetleboards of America, 7785 Sunset Bivd., Los Ange- les, California, 90046. Happy trails! les, California, 90046. Happy trails! (This. article was reprinted from the March 1974 issue of CAMPUS, LIFE MAGAZINE). Drelly Dutton, Boe? ‘=< et Se msn BRTEETORRDS