Video PSAs and Commercial Spots

General Observations

The number of entries in this category was up appreciably over last year's 27, but in the judges' opinion, the quality of the entries didn't follow the same upward trajectory. In their comments after the judging, they offered a litany of critical comments: "Lots of these were generic - they could be about any institution." "Many had a good concept, but the execution was weak." "There were too many cliché visuals and hackneyed scripts." "Some seemed so intrigued with the technology that they forgot about the message." Still, out of the 39 entries there were four that captured the judges' attention and admiration.

It's possibly worth noting that all four of this year's winners were the products of large public universities. These are the kinds of institutions most likely (1) to have a serious commitment to video production, often through a sophisticated in-house production unit, and (2) to give serious attention to creating high-quality PSAs because of the enormous audience potential through placement of these spots in broadcasts of Division I sports. We did a quick check, and found that only one of the 16 awards in this category over the past four years went to a small institution, whether public or private - Birmingham-Southern College in 2006. This doesn't mean that smaller colleges shouldn't enter or can't win this category. It does mean, however, that they will have to measure up to the gold (and silver and bronze) standard of what the big schools are producing each year, and the creativity they are bringing to those productions.

We also will point out that one of this year's Gold award winners used a highly effective tool, when done well: humor. This prompts us to repeat a comment from last year's judges report on the winners in this category (two of which used humor), when we noted that "Given the high risk of trying to be funny or even moderately amusing, most institutions avoid such an approach. When you fail in executing a humorous concept, it's glaringly apparent to all. Even more colleges probably avoid humor because they take themselves too seriously - a sad and distancing malady infecting far too much of higher education. But when humor works, as it does in the two [2008] Gold Medal winners, it's a powerful connector, making the viewer feel good - and also feel good about the subject of PSA or commercial spot."

The tiny stage of a 30- or 60-second spot is a tight little area in which to tell a story and convey a message. With this year's four winners, we recognize those who displayed the focus, creativity, and attention to detail that gave them an award-winning performance.

Comments on Winning Entries

Gold Medals

Rutgers, The State University of New Jersey - "People" PSA

• This quiet, self-assured, and sophisticated video captured the judges with its simple yet powerful message. The theme is "before," and notable alumni (the "people" of the title) talk about how - before their success and accomplishments - there was Rutgers. The spot stands as a noteworthy approach to using alumni in building and enhancing an institution's image. It's part of an ongoing branding and identity effort for the university titled "Jersey Roots, Global Reach." Last year, Rutgers was awarded a Silver Medal in this category for the predecessor spot in the series which cites a number of societal landmarks, as the narrator cites Rutgers' role in each. This year's spot follows the same template, but introduces people as the focal point for its quiet, convincing message.

University of New Mexico - "Be a Lobo. Be Yourself." PSA

• This inventive and warmly humorous spot - like the other winners in this category this year - was produced primarily as a half-time spot for broadcast during sporting events. Unlike the others, though, this spot is clearly aimed at prospective students. It makes the case that the university is a good fit for students who are, and are looking for, something a bit different. "It gets away from the tendency of colleges wanting to be everything for everybody," one judge observed. It's an animated spot, much in the style of South Park, which reinforces the somewhat-quirky message. Beyond prospective students, though, the message also would resonate with the many alumni viewers who are proud to have gone to a university that took them for who they are, in all their individual uniqueness.

Silver Medal

University of Massachusetts - "The Future I Imagined" PSA

• This fast-moving spot is a close relative, thematically, to the Rutgers "People" spot cited above. Here, however, the high-profile alumni featured talk about where the university has taken them in their career, and ends with the tag line (delivered by actor and alum Bill Pullman), "The University of Massachusetts - where would you like it to take you?" Production values are first-rate, the visuals are richly layered, and the message is compelling. While it breaks little new ground, this gem of a spot is an excellent example of the value of attention to detail - and to the power of executing one clear and simple idea well.

Bronze Medal

University of Florida - "When Did You Become A Gator?" PSA

• One judge described this half-time spot as "quietly contemplative." It does exude an engaging low-key, evocative feeling as it explores at what point people bond the the University of Florida - that is, "become a Gator." An outstanding script, warm narration, and gauzy images combine to pull the viewer into thinking about just what it is that so strongly ties our heads and our hearts to our alma mater.