Electronic Media: PSAs and Commercial Spots

General Observations

One of the judges stated the obvious: “It’s hard to make an impact in 30 seconds.”

It’s a little like the famous Mark Twain quote, “I'm sorry this letter is so long, but I did not have time to make it shorter.” Moving someone to action, or even just conveying something meaningful in a half-time spot or a commercial is a daunting task that does take time – and resources and creativity – to accomplish. Four of the 32 entries this year did it well enough to earn the judges’ approval, and are described below.

“Story-telling” is a word that came up often with the judges of the electronic media categories – certainly in looking at the PSAs and commercials. “The two gold medals told stories, and had a pay-off at the end,” a judge observed. “An effective spot has to convey a message beyond simply a slogan.” Unfortunately, among the other 28 entries were many generic spots that failed to convince or compel.

While it didn’t receive an award, the judges did want to cite the State University of New York at Potsdam entry as an honorable mention. The SUNY Potsdam spot was the only true public service announcement entered in the category, in the sense of not being self-serving but instead addressing a social issue – in this case, alcohol abuse. We wish more colleges and universities would consider such an altruistic use of their “bully pulpit” of access to air time and stature in the public mind.

Comments on Winning Entries

Gold Medals

University of Alberta – “As Canadians…”

• This hard-hitting spot (quite literally in the quick hockey shots included) is a real pride-builder, citing the university’s accomplishments. But it’s done with a touch of irony, and it uses as the spokesperson one of the most telegenic alumni we’ve seen lately (who also is a former instructor there). The spot was developed to air in a national campaign during the 2006 Winter Olympics, and clearly would more than hold its own in that high-profile environment – so the judges gave the University of Alberta its own Gold Medal.

University of Memphis – 2006 Football Promotion Spots

• These clever and funny spots promote attendance at the home games of the university’s football team, the Tigers. The producers put the Tiger mascot in a household – taking a bath, eating breakfast, watching TV with the family. The creative and well executed concept powerfully underlines the audio tag line in the spots: “Get used to the Tigers at home.” These are spots that got watched, the judges felt certain, and they used humor to communicate a clear and simple message.

Silver Medals

Indiana University Foundation – ”In My Lifetime” TV Spots

• In a novel use of television to reach and motivate major donors, the IU Foundation and affiliated Clarian Hospitals launched a campaign of TV commercials. The spots feature residents of a local retirement community who, in back-to-back brief statements, recount major medical advances they have seen. The spots end with those same people citing medical challenges that remain to be addressed – cancer, heart disease, Alzheimer’s – and underlining the importance of private support of medical research. An announcer delivers the tag line, “What historical discovery could your gift fund?”
  With high production values and a carefully focused message, the judges found the IU spots to be an innovative and potentially effective means of communicating a philanthropic message.

University of Alaska – Statewide Student Recruitment Spots

• Cute and a bit self-deprecating, this series of spots sets out to get the University of Alaska on prospective students’ “short list.” A student and wannabe rocker talks about his desire to become a teacher and coach (“...because obviously I have no future as a rock star”); a student from Pennsylvania talks about her parents’ concern about her going to a college 5,000 miles away (“...at least now they’re talking to me.”); and another student raves about life in Juneau (“...another great thing is it never rains – more than a couple inches a day.”). It’s a warm and believable way to introduce students to a university that they well might otherwise underrate or overlook.