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Quirky leaps of logic are the mainstay of Lyon Advertising’s inaugural campaign for St. Edward’s University.
In one of three 30-second television spots a miniaturized student is inserted into closeup film footage of ants marching with leaves through a jungle. The on-screen course description: “Labor management.”
Similarly, historical footage of a moon rover shows the vehicledriving by a student whose desk is parked on the lunar surface. “Study abroad” is the copy. A film clip from Beijing’s Tiananmen Square showing activists standing in front of tanks is capped with the phrase “Conflict resolution.”
All of the TV, print, outdoor and radio ads are aimed at a diverse audience of potential undergraduate and grad students.
“The trick was finding a positioning that would allow us to reach both,” said Lyon vice president and account director Rebecca Mead.
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