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LMU Athletics Completes New TV PSA

Nov. 7, 2003

  • View the spot and read a review here!

    With the campus sitting high on the bluff looking over Marina del Rey on the coast of the Pacific Ocean to the west and the views of the Hollywood sign peering over Los Angeles to the Northeast, the benefits of Loyola Marymount University's location are endless. So it is no surprise that when the athletic department began developing a new advertising campaign that some of the best in the film and television business where at LMU's disposal.

    Each year, LMU athletic teams have the opportunity to play on national, regional and local television, reaching millions of viewers across the country. With these broadcasts, LMU and the athletic department has the opportunity to air multiple 30 and 60 second PSAs promoting the University.

    With the PSA last developed in 1996 and a new branding campaign developed around the new University logo introduced in August, it was time for a new PSA campaign.

    In April, the LMU athletic department and a local advertising agency, Ignited Minds, began a relationship to enhance marketing and exposure of the athletic department. Ignited Minds, who provides integrated marketing solutions to companies such as Sony, Activision, Microsoft, Mattel and the US Army, was given the charge to develop the new PSA campaign for the LMU athletic department's PSAs.

    The result was a campaign called "Metaphors," and the first PSA called "Commencement." Ignited Minds, who is working with LMU athletics on a pro bono basis, was able to secure some of Hollywood's top talent in producing a PSA campaign that is unlike any university spots used in athletic venues.

    The Metaphors campaign combines the mission of LMU to cultivate the entire mind, body and spirit with the uniqueness that comes from its location in Los Angeles and its history-rich athletic program.

    "Too often you see poorly shot tv spots for nationally renowned universities. We were intent on providing LMU with two beautifully shot and intelligently written commercials that communicate the quality of life, academics and athletics at the university," said Matt Winslow, who is an Account Manager for Ignited Minds. "It was a great experience working with LMU, who were extremely supportive and shared in our vision. Having George Hickenlooper on board to direct was the icing on the cake. I think you'll be hard-pressed to find better advertising for any university or college in the country."

    Ignited Minds was able to solicit the services of Right Brain Films to produce the spot. Executive Producer Stuart Wilson was able to bring the services of Director George Hickenlooper and Director of Photography Kramer Morgenthau to the spot. Both bring credentials fitting to a University whose location and film program go hand-in-hand.

    Hickenlooper is one of Hollywood's up and coming feature film directors who is also working at making a name in the commercial industry. His film credits include "The Big Brass Ring" with William Hurt and Nigel Hawthorne and the "Man from Elysian Fields" with Andy Garcia, Mick Jagger, and Angelica Houston. He also directed the Emmy winning documentary "Hearts of Darkness: A Filmmaker's Apocalypse" about the making of Apocolypse Now.

    Morgenthau's list of credits is impressive as well. In addition to working with Hickenlooper on the "Man from Elysian Fields" and the "Mayor of Sunset Strip," he has been the cinematographer for "Empire," "Green Dragon," "Wirey Spindell" and "Dogtown" to name a few.

    Each year LMU athletic programs will play at least five to 10 games on television, with the majority coming during men and women's basketball season.

    The 2003-04 season is right around the corner and both schedules are loaded to feature some top games on television this season. For complete television listings, please check the individual team schedules.

    - GO LIONS -

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