This Is Where Courage Thrives
Too many commercials in the higher education industry are chock-full of clichés. Smiling faces walking campus. Students and professors pointing at computer screens. Campus flyovers. We were hired to break the tired mold. To make an ad worth watching.
Produce a television commercial that doesn’t look like every other stale university film. Present a differentiated message to the marketplace—one true to Gonzaga University yet relatable to all viewers. And make it beautifully compelling, because it'll air during one of the most viewed television events of the year.
An idea was born. “If you’ve ever raised your hand, you know it takes courage.”
Hands—and their motions—became our symbols of courage.
In order to convey the functional benefits of a Gonzaga University education, various shots selected for the film contained academic undertones. But no matter the shot, each hand projected the courage required to risk everything, to go first, to offer help, and the courage to reach for the stars.
The nation would see the commercial on CBS, ESPN, TNT, and TruTV while watching No. 1-ranked Gonzaga men's basketball compete in the 2022 NCAA March Madness tournament.