Spot reflects UW–Madison’s ‘remarkable story’ — in 30 seconds

October 3, 2018

UW–Madison debuts its new 30-second TV spot during Saturday night’s Wisconsin vs. Nebraska football game. This year’s spot focuses on the UW’s constant pursuit of progress in research, education and student experience.

The spot, filmed over a period of 72 rainy hours in early September, features faculty members Michael Zinn, a mechanical engineering professor and leader of the REACH (Robotics Engineering, Applied Controls and Haptics) Lab; Miriam Seifter, a law professor and one of the winners of UW–Madison’s 2018 Distinguished Teaching Award; and artists from UW’s First Wave Learning Community.

University Marketing Executive Director and project producer Tricia Nolan underscores the challenges in creating a TV spot that highlights the breadth of UW–Madison’s strengths while still remaining relevant to the viewing audience of Badger sports fans, not necessarily alumni or even Wisconsin residents.

“We’ve got a remarkable story to tell here at UW–Madison,” says Nolan, “and with this spot we’re celebrating our strengths, embracing our aspirations and trying to distinguish ourselves from a crowd.”

Nolan was particularly pleased with the use of faculty members researching and teaching “live” in their actual labs and classrooms, and students performing artistic works in the Memorial Union’s historic Tripp Commons.

“We’re grateful for our faculty members letting us crash their classes and labs and stick cameras in their faces to get some great footage, and we were absolutely honored to witness the spontaneous performances of the First Wave artists.”

Nolan hopes viewers watch the spot with a sense of pride for all of UW–Madison’s past and present accomplishments, as well as excitement for its future as a leader in higher education.