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Communications and Public Affairs

National TV Spotlight: We Are South Carolina

Each year, the Southeastern Conference gives the university one 30-second TV spot for a public service announcement. Our goal in the “What We’re Made Of” spot was to evoke pride and passion for Carolina in our alumni, students and fans as they cheered on our athletic teams. This year we took this opportunity to create multiple video assets from one high-production video concept, including the 30-second broadcast spot, a 50-second video, a 15-second video for pre-roll, a series of 6-second digital ads and several animated GIFs.

Deliverable

The “What We’re Made Of” PSA launched during the broadcast of our 2019 football season opener and is airing during all subsequent televised Gamecock athletic events. Taking its cues from the brand narrative and our new creative platform, “What We’re Made Of” celebrates the University of South Carolina’s tradition and ideals, evokes the pride of all those who have entered our historic gates and welcomes others into the Gamecock family.

 

Approach

The narration and images were chosen to convey the many aspects of South Carolina, a 200-year-old comprehensive research institution. The video evokes nostalgia, but is also modern and forward-thinking. It presents the Gamecock family as determined, innovative, hard-working and a true community.

One of the most interesting aspects of our approach to this project is that the video will be slightly different according to where and when you see it. There will be three 30-second and three 50-second versions of the commercial: one of each for football, basketball and baseball seasons. The “tradition” scene in the beginning, with the vintage TV set in the background of our grandfather/granddaughter interaction, features 1980 Heisman Trophy winner George Rogers for football season and concludes with a close-up of a current football player and an aerial shot of the football stadium. The other two versions will feature NBA Hall of Famer Alex English from the 1976 team for basketball season and South Carolina’s 1975 College World Series team for baseball in the “tradition” scene. Those spots will conclude with a close-up of a current basketball or baseball athlete and a corresponding wide shot of the basketball arena or baseball stadium.  

 

 


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