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Utah Football Kick-Off New Year with New Coach, New Style, New Marketing Campaign

June 2, 2003 – Turn on the television, grab a cold drink and hold on tight for a look at the new Utah Football TV commercials, which began airing today. The four TV ads are part of a larger new marketing campaign put together by The University of Utah Marketing & Communications office, under contract with the athletic department. The theme of the campaign is “Fasten your Seatbelts.”

The idea is to highlight new coach Urban Meyer’s style in fielding teams with high-scoring offenses and high-energy, blitzing defenses. Last year at Bowling Green, Meyer’s team set a Mid-American Conference scoring record, averaging 41 points a game. His teams led the MAC in turnover margin both years at the school.

U of U copywriter Randy Hanskat created the campaign. The TV ads were produced by Mike Lee’s Fast Forward Productions and shot by top Utah videographer Ron Hill. Ute players who graduated last year served as actors. The ads focusing on offense were shot from a defensive back’s perspective, as he tries, in vain, to cover several receivers flooding his zone. The defensive spots are put together from the quarterback’s perspective, as he deals with various blitz schemes. Clips of coach Meyer discussing his philosophies are interspersed throughout all of the spots.

The four TV commercials consist of one 15-second and one 30-second spot touting the offense, and another two spots of the same durations highlighting the defense. They were shot with a top-of-the line, digital, high definition, 24-progressive-frame-capture camera. This top quality system was used to give the viewer the feeling of watching film, rather than normal video.

The new football campaign is more than just television commercials. It also consists of radio and print ads, billboards, signs on University shuttles, light-pole banners, and direct mail postcards. The football season gets underway August 28th when Utah State pays a visit to Rice-Eccles Stadium. That is followed by a trip to Texas A&M and then the Utes return home for a tilt with PAC-10 power California.