Challenge
Duke University contracted with Contrast Creative to produce a TV commercial that would be shown regionally during half-time of Duke Basketball games. Previously, the University had created a spot that featured standard campus images and statistics. While beautifully presented, it was not an impact statement. With “Duke Blue,” Contrast Creative conceived and created a humorous spot that stood apart from the pack. The spot, which featured the Duke Blue Devil, poked fun at the University’s image. And, ultimately, presented Duke as a top tier university with Ivy League credentials, but more than this, a university with youthful energy and spirit.
Results
“Duke Blue” captured immediate reaction and attention. It was a commercial that stood apart from the traditional half-time spots already flooding the marketplace. It presented the Duke University message in an irreverent light-hearted manner that winked at the usual pomp and circumstance normally associated with the University. The commercial was honored with a Gold Aurora Award in the Educational Institution category.