--- The NCAA today launches its latest public service announcements and
a new student-focused website as part of its national branding
campaign, created by the San Francisco office of Y&R.
The campaign includes three television PSAs with the tagline, “There
are over 380,000 student athletes, and most of us go pro in something
other than sports.” It specifically targets potential NCAA
student-athletes and their parents. The campaign will be broadcast
during NCAA championships throughout the calendar year, including the
Division I men’s and women’s basketball tournaments.
“Many people are familiar with those relatively few student-athletes
who excel athletically and are fortunate enough to go onto professional
careers in their respective sport,” said Dennis Cryder, NCAA senior
vice-president for branding and communications. “But many people do not
realize the profound positive effects that college sports have on the
vast majority of student-athletes who go on to pursue careers in
something other than sports.”
“There are also many intangible qualities student-athletes gain from
their NCAA experience that stay with them throughout their lives,”
added Penny Baldwin, managing director of Y&R San Francisco,
“confidence, courage, persistence—these are the things we hope come
through in the advertising.”
In one television spot, a pair of fencers is seen sparring. The film is
in black and white and the opponents’ movements are shown in slow
motion, revealing the nuances of their parry and riposte. There are
cuts of a judge looking on and a mother whose perspective is revealed
in the voiceover, “Eleven years of fencing and three years of law
school teach you a lot,” she says, “For him it’s confidence. For me
it’s pride.” Then she continues, “Go to NCAAstudent.org to find out how
your child could go pro in something other than sports.” The end visual
shows a young man removing his mask at the conclusion of the match.
In another spot, a group of people in recognizable professional clothes
including a doctor, judge, police officer and fireman play a game of
basketball. Again, the movement is captured in slow motion. The
voiceover simply states the tagline, “There are over 380,000 student
athletes, and most of us go pro in something other than sports.” The
voiceover continues, “Go to NCAAstudent.org to find out how.”
The third spot shows a group of young women at field hockey practice.
In the stands, we see several people in lab coats watching the practice
with field glasses. The girls’ coach sees the people in the stands and
says to a player, “Looks like the med school scouts are out early
today.” They both smile and a voiceover reveals the tagline and call to
visit the website.
All of the spots drive people to the new NCAA website: www.NCAAStudent.org.
Y&R created this highly interactive and experiential site for
prospective student-athletes, their parents, and interested sports
fans, to learn how the NCAA helps student-athletes go pro in something
other than sports. The website conveys the necessary balance of
academics and sports that is required of every student-athlete for a
successful academic and athletic experience and a productive life after
offers visitors a fun, interactive way to learn about the NCAA and what
it takes to be a successful student-athlete. Visitors are able to
download the comprehensive “Guide for the College-Bound
Student-Athlete,” and view the 2007 TV PSAs. See more at www.NCAAstudent.org.
About the NCAA
The NCAA is a membership-led nonprofit association of colleges and
universities committed to supporting academic and athletic
opportunities for more than 380,000 student-athletes at more than 1,000
member colleges and universities. Each year, more than 49,000
student-athletes compete in NCAA Championships in Division I, II and
III sports. For more information, go to www.ncaa.org.
Y&R is one of the world’s leading marketing communications
agencies. Founded in 1923, the agency today has 165 offices in 124
cities in 81 countries around the world. Our client partners are some
of the world’s most prestigious global corporations, including Cadbury
Schweppes, Colgate-Palmolive, Danone, Ford Motor Company and Xerox.
Hamish McLennan is Chairman and CEO.