University of Vermont

University Communications

UVM to Debut New TV Ads This Month

Release Date: 01-06-2010

Author: Jeffrey R. Wakefield
Phone: 802/656-2005 Fax: (802) 656-3203

The University of Vermont will debut three new television commercials later this month created by an award-winning creative team. The 30-second commercials will air during telecasts of men's and women's basketball games, men's hockey games, and men's lacrosse games on ESPN, ESPNU, NESN, Comcast SportsNet New England, and MSG (Madison Square Garden) TV. The networks allow colleges and universities to air commercials at no cost during games.

Preview the spots here:

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With edgy editing and creative videography, the new commercials are by design a departure from the ads colleges conventionally run during games. They feature a total of 34 UVM students, faculty, staff, and alumni shot in 22 separate locations around campus. Those appearing in the ads were winnowed from an initial field of 300 who expressed interest, more than 150 of whom who auditioned over the span of two days.

"We had two goals for the commercials," said Thomas Gustafson, vice president for student and campus life. "The first was to emphasize that UVM offers both an exceptional academic experience worthy of our Public Ivy reputation and an accepting, open, and friendly campus community -- attributes that don't often go together at top schools. The second was to create spots that stood out and got noticed, where the medium in a sense became the message that UVM is a special place. We think the commercials achieve both goals. We couldn't be happier with the results."

Gustafson added that since the commercials employ a large number of real UVM students, faculty, alumni, and staff, they "show by example that UVM is an exceptional community."

The commercials will run for the first time on ESPNU during a UVM-Boston University men's basketball game Jan. 17 at 2 p.m. The next two times they will appear are during telecasts of a men's hockey game with the University of Massachusetts on ESPNU Jan. 24 at 3 p.m. and during a women's basketball contest with the University of Hartford on NESN Jan. 26 at 7 p.m.

The commercials were created by Hello Viking, an advertising agency based in Minneapolis, whose principals have developed award-winning campaigns for a variety of national brands.