TCU has always been known for creating leaders, but its newest national 30-second broadcast commercial tells that story in a bold new way.
The 30-second spot, which debuted nationally on Saturday on ESPN2 during the TCU rivalry game against SMU, breaks from the traditional formula of higher education ads filled with classroom scenes and campus beauty shots. Instead, it focuses on a single theme: alumni outcomes.
The commercial features five Horned Frogs whose careers embody momentum and purpose:
- Katie Farmer ’92 (MBA ’96), President & CEO of BNSF Railway
- Elliott Hill ’86, President & CEO of NIKE, Inc.
- Anna Menon ’08, Astronaut, Polaris Dawn
- Randy Parker ’88, President & CEO of Hyundai & Genesis North America
- LaDainian Tomlinson ’05, NFL Pro Football Hall of Famer
“TCU’s incredible growth and prominence on the national stage is fueled by our community of dedicated Horned Frogs,” said Chancellor Daniel W. Pullin. “Students are our inspiration, and, as alumni, they continue to drive what makes TCU special as leaders in their own communities across the globe. This campaign is about more than celebrating successful alumni — it’s about showing what TCU excellence looks like in the real world.”
For the university’s marketing and creative team, the goal was to evolve the Lead On® brand campaign, which is approaching its 10th year.
“There’s nothing more powerful than the TCU community, and this commercial celebrates leaders whose journeys began as TCU students,” said Merianne Roth, vice chancellor for marketing and communication. “Their voices exemplify Lead On with the impact and values Horned Frogs carry with them long after their campus experience.”
With one Emmy already won for TCU Brand Anthem: Lead On 150 in 2023 and another nomination for TCU: Only Here, the university is carrying that momentum into its newest spot where alumni voices form a shared monologue, a stylistic choice inspired by ‘Visit California’ ads, weaving a collective story about leadership that started at TCU and continues to shape the world.
Now live at TCU.edu/LeadOn, the campaign expands beyond the commercial to include extended stories, behind-the-scenes Q&As and alumni features that give audiences a deeper look at how Horned Frogs Lead On in every field.