Leveraging spiking college sports interest around the 2021 March Madness hoops tournament, the NCAA launched a new Public Service Announcement (PSA) focused on non-sporting college athlete careers with a focus on inclusion.
The commercial revolves around five former college student athletes who are all now excelling in different fields in their post-collegiate careers and sees contemporary interviews overlayed on footage from their collegiate athletic life.
The campaign was informed by research revealing statistics show that less than 2% of college athletes actually go on to play professional sports and the spot asks: “What happens to those who don’t?”
The campaign objective is to both demonstrate and remind viewers of the NCAA’s north star: creating a pathway to lifelong success for student-athletes. To do this the NCAA’s primary focus is to prioritise academics, well-being, and fairness so that college athletes from all divisions and sports can succeed on the field, in the classroom, and for life.
The campaign, which was created by agency SS+K, debuted on March Madness’ Selection Sunday (14 March) – the eve of the annual Men’s Division 1 college basketball tournament.
“The idea was to elevate these former college athletes not only for their athletic prowess, but for all they achieved as a result of their experiences, including their incredible careers,” said SS+K ECD Stevie Archer.
“The NCAA and its member schools give student-athletes an opportunity to earn a college degree, which creates a lasting foundation for those few who go pro in sports and the majority who don’t. This PSA highlights just a few examples of student-athletes pursuing their dreams, achieving success and making a difference after college,” added NCAA Senior VP Communications Bob Williams.
The team at agency SS+K included Co-Founder Rob Shepardson, Executive Creative Director Stevie Archer, Managing Director (Production + Operations) John Swartz, Managing Director (Strategy) Kevin Skobac, Managing Director (Client Services) Amy Frisch, Creatives The Stucker Brothers, Creative Directors Tucker Loosbrock and Stephen Petronis, with Producer Christopher Mclallen, Senior Strategist Nick Petrillo and Account Supervisor Craig Mitchell.
Editorial was by Brand New School, production by This & That Productions with Director Chris Dooley, Executive Producer Devin Brooks and Line Producer Matt Creeden, with photography handled by Finlay Mackay and music by Human Worldwide.
Comment:
SS+K has worked alongside the NCAA on its March Madness PSAs since back in 2015.
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