As I was watching UNC beat NC State the other night and basking in the glory of our superiority as a university, I was jolted back to reality that there are aspects of the Carolina image that we need to work on. For example, the UNC “Minds on a Mission” commercial. Actually, now that I think of it, that’s the only thing Carolina needs to work on.
I am an advocate of all things Carolina. As an out-of-state student I am lucky enough to attend the greatest university in the world. For as long as I can remember, UNC has been my dream. Even growing up in Southwest Florida, 805 miles away from the breathtaking school on the hill, I recognized the beauty of Carolina blue and all of the wonderful aspects of the nation’s first public university. From world-class academics, to dominating athletics, to a community of innovation and acceptance, Carolina is in a league of its own.
So, why is it that our commercial is nothing more than a spinning globe of paper mache and a slightly robotic sounding woman providing narration?
I have no idea. Honestly, none.
Sure, the commercial provides an pleasant view of our efforts at Carolina to change the world while displaying projects that have been done here to give it some personality, but it’s just not good enough.
Why would you not display the beautiful Old Well during a warm spring evening sunset, or footage from the final minutes after the UNC/Dook basketball game, or the academic excellence found at the beautiful Kenan Flagler Business School, or the southern hospitality, friendly banter and killer cheeseburgers at Sutton’s enjoyed by many on a Saturday afternoon.
The options are endless and would provide a much greater impact on America’s impression of Carolina.
Oh, and I’m not the only one that finds the “Minds on a Mission” commercial subpar, even the executive vice chancellor and provost of UNC agrees…
The Daily Tar Heel reported on the Twitter revolt against the commercial and interviewed GoHeels.com columnist Adam Lucas who was relieved to hear of the news (sent from the heavens) regarding the idea of changing the paper mache “minds on a mission” commercial. Lucas said in the DTH article, “I think that commercial is not as great as Carolina is.” I couldn’t agree more.
What would the new commercial idea include? Now, growing up in the swampland I’ve always been a big advocate of the Go Gators commercials depicting that the Gator Nation is everywhere while also incorporating outstanding accomplishments and dreams of UF students. Even commercials dating back to 2006 have relevance and showcase that UF alums are everywhere in the world, doing amazing things each and every day. An ad campaign with that pull could really take Carolina to a new level in the eyes of Americans who are not as fortunate to bask in the glory of this beautiful university for themselves.
Many, like Lucas, agree that they miss the old UNC advertisements narrated by Charles Kuralt that truly present Carolina as a university like no other. The almost epic sounding commercials pull the viewer in to learn more and shed envy on those outside of Chapel Hill.
Whatever path we choose, I think it is agreed we need an innovative rebranding in the commercial world.
With a journalism school at the top of the rankings, we need to harness the advertising success in our own backyard and use it as motivation to launch a rebranding of the university in the broadcasting world.
We already know how great Carolina is, but let’s show the world.
Say goodbye to paper mache and always remember, Go Heels.