Walter Cronkite's return to the news desk for NASA's latest shuttle mission will not be the only television gig on his 1998 resume.
The legendary newsman also provides the voiceover in a new pro bono television campaign for the University of Texas at Austin, breaking this month.
Developed by GSD&M creative team Tim Sabo and Clay Hudson and music house Tequila Mockingbird, the commercial positions UT as a breeding ground for ideas of the future.
Cronkite lends his trademark style to lines like, "We don't change the world. We just change people, then they change the world."
All of the ads in the campaign carry the tagline, "We're Texas."
GSD&M representative Eric Webber said the Austin agency courted Cronkite, a UT alum, "for some time" before securing his services.
"He only does work for causes that he truly believes in, and we're fortunate that UT happens to be one of them," Webber said.