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The idea is to highlight new coach Urban Meyer’s style
in fielding teams with high-scoring offenses and high-energy,
blitzing defenses. Last year at Bowling Green, Meyer’s team
set a Mid-American Conference scoring record, averaging 41 points
a game. His teams led the MAC in turnover margin both years at
the school.
U of U copywriter Randy Hanskat created the campaign. The TV
ads were produced by Mike Lee’s Fast Forward Productions
and shot by top Utah videographer Ron Hill. Ute players who graduated
last year served as actors. The ads focusing on offense were shot
from a defensive back’s perspective, as he tries, in vain,
to cover several receivers flooding his zone. The defensive spots
are put together from the quarterback’s perspective, as
he deals with various blitz schemes. Clips of coach Meyer discussing
his philosophies are interspersed throughout all of the spots.
The four TV commercials consist of one 15-second and one 30-second
spot touting the offense, and another two spots of the same durations
highlighting the defense. They were shot with a top-of-the line,
digital, high definition, 24-progressive-frame-capture camera.
This top quality system was used to give the viewer the feeling
of watching film, rather than normal video.
The new football campaign is more than just television commercials.
It also consists of radio and print ads, billboards, signs on
University shuttles, light-pole banners, and direct mail postcards.
The football season gets underway August 28th when Utah State
pays a visit to Rice-Eccles Stadium. That is followed by a trip
to Texas A&M and then the Utes return home for a tilt with
PAC-10 power California.
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