LG Innotek held a YouTube short-form advertisement contest for university students and put "Physical AI," which it has promoted as a key keyword for its future business, front and center. By having the technology company explain its business direction through video content using the perspective of university students, this is interpreted as an attempt to expand both brand awareness and recruitment reach.

According to LG Innotek on the 13th, this contest is open to current and former university and graduate students at domestic and international universities and graduate schools, and participation is open to individuals or teams of up to four people. Applicants must create a vertical short-form advertisement video promoting LG Innotek on the theme of Physical AI and submit it via email along with the application form by May 17.

The key to this competition lies in the selection of the theme. Physical AI refers to technology in which artificial intelligence perceives, judges, and acts in actual physical environments rather than remaining confined to virtual ones. Autonomous vehicles and robots are cited as representative examples. LG Innotek has recently presented solutions for autonomous driving and robots as one of its future growth pillars, and this competition appears to have been planned as an extension of that.

The format is short-form tailored for mobile environments. Entries must be vertical videos ranging from 15 to 120 seconds in length. This reflects an intention to deliver technology and brands more intuitively, aligned with the media consumption habits of the younger generation accustomed to consuming short videos.

The barrier to participation is relatively low. Students currently enrolled or on leave of absence at domestic or international universities (including graduate schools) can apply, and entry is possible either individually or as a team. Following the judging process, a total of 9 million won in prize money will be awarded, including 3 million won for one Grand Prize winner, 2 million won for one Top Excellence Prize winner, and 1 million won each for four Excellence Prize winners. The winning entries will be announced later and will be released through LG Innotek's official YouTube channel.

LG Innotek already operates videos on its official YouTube channel covering brand films, products and technology, future business, and recruitment and organizational culture. This contest differs from traditional corporate promotion in that it goes a step beyond the company's direct explanations by encouraging university students to reinterpret the company using their own language and format. It marks the beginning of an experiment to shift the technological agenda into the content grammar of the younger generation.