Chronicle profiles 4 college TV spots

March 25, 2008

It's interesting to see what a handful of US colleges are doing with 30-second TV spots to look professional on a range of budgets. North Carolina's Davidson College has a very traditional spot voiced by its own drama students, emphasizing "opportunity, excellence, and honor." Drake University has a funky "think blue" spot with the design aesthetic of earlier iPod advertising, and no photography or voiceover at all. The University of Maryland - Baltimore spent $85,000 on a professional agency to produce a fast-paced, intriguing spot for their "Learn More" campaign. And St. Mary's College of California spent $30,000 to create a dynamic spot emphasizing its study-abroad programs in Europe, set atop distinctive music. Chronicle of Higher Education (subscription required)