Duke
will unveil a new 30-second spot about university life during the TV broadcast
of this Saturday's Duke-Florida State football game.
This is
the first new spot in three years, and follows a tradition of using student
work for the commercial, said Denise Haviland, director of the Office of
Marketing & Strategic Communications.
Students Daniel Aum, Trinity '11, and Uki Deane, Trinity '12, developed the
concept, and produced and directed the commercial. They submitted their winning
proposal as part of a contest sponsored by the Office of Public Affairs &
Government Relations and the Arts of the Moving Image program at Duke.
"The halftime spot is a
great way to showcase the talent and energy of our students," said Michael
Schoenfeld, Duke's vice president for public affairs and government relations. "They
can tell Duke's story with the most passion and authenticity, and it will be
seen by millions of people."
The
spot features Duke students in a number of settings around campus -- in a
classroom and in research labs, studying in the library and performing on
stage, lounging on the Plaza and cheering at a basketball game. The spot begins
with a narrator saying, "Imagine a place where spirit lives," and concludes
with, "Imagine a place of outrageous ambitions. Imagine Duke."
Emily
Ladue, instructor in the Arts of the Moving Image program, and Haviland provided
direction and leadership to the students. Meg McKee, of the Office of News
& Communications, provided the narration. Final production on the spot was
done by Scott Wells of Duke Media Services.
Ladue said about a half-dozen students submitted
ideas for the spot.
"Our last commercial was student-made, and
it was a huge success, so we wanted to work with this model again," Ladue said. "So many hours of work and deliberation went into these 30 seconds, and along
with a commercial, the students are leaving with a unique and satisfying
accomplishment. I hope other students are inspired and this is a process we can
support and improve every time."
This 30-second spot, which will air nationally
during televised Duke football and basketball games, can be watched at http://ondemand.duke.edu/video/29108/halftime-spot-2011-12.