TCU is launching a new television spot this fall, featuring a unique narrative approach that draws on the rhythm of spoken-word poetry to convey TCU’s high-energy spirit. A grayscale color palette with bursts of brand colors and striking double-exposure technique makes the ad stylistically different from past TCU commercials — and from most commercials in higher ed.
“So many higher education commercials look the same,” Megan Murphey-Jones, director of marketing, said. “You can watch an entire spot and not be able to identify the college until the logo hits the screen. We wanted this commercial to be definitively TCU.”
One thing that hasn’t changed about the spot is the strategy. With a strong focus on student life and academic experience, the new commercial is an extension of the Vision in Action: Lead On campaign. Now in its fourth year, the refresh maintains the goals of strengthening TCU’s academic profile and reputation and strengthening the TCU experience and campus culture.
Titled “This Is for the Leaders,” the new 30-second spot is an opportunity for TCU to introduce itself to prospective students and their families across the nation.
The ad was first aired Aug. 22 during a TCU women’s soccer game and will appear again on Sept. 4 during the opening TCU football game.
Read more on the behind-the-scenes of the new advertisement and to meet the 19 featured Horned Frogs.