Woefully unprepared

Agency Network: 
November 2009


How do you breakthrough the glut of invisible college advertising – all of it speaking to kids in platitudes, like "Reach Your Full Potential!" and "You Are the Future!"? Create an anti-institution, a foil to poke fun at most universities' approach to attracting students, while defining our university, Point Park, as anything but the norm.

Introducing Generic U - a college in the middle of nowhere (think State Schools), where students can get a "good enough" education.

With this unique, admittedly snarky approach, we are speaking to high school kids in their own language and directing them to the antithesis of this mythical institution - Point Park University.

This low-budget campaign was realized mostly through internal resources. The creative team helped create the dolls. Build the sets. And even did the voices.

Film advertisement created by Smith Brothers, United States for Generic Universities, within the category: Education.

Advertising Agency: Smith Brothers Agency, USA
Partners and creative directors: Lindsey Smith, Bronson Smith
Copywriter: Sam Panico
Art Director: Eric Holman
Director of Client Services: Michael Bollinger
Account Service: Kelly McCormick
Agency voiceover talent: Zakk Weston, Casey Taylor, Kelly McCormick, Amie Ley
Production Company: Animal/Pittsburgh
Audio production: Market Street Sound
Director / producer team: Steve Hoover and Danny Yourd
Editor: Beth Voltz
Interactive Creative Director: Brian Moore
Online Designer: Geoff Hoskinson
Site Coding: Christian Mayer
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Prof's picture

what the hell...

in a negative voice...

Activity Score 1449
Copywriter |

Quite really.

Yanay's picture

how many are they... one was absolutely enough

Activity Score 60
Creative Director
petimadmoiselle's picture

The message is getting clearer but again, it's bad that one has to come this far to understand it.
No one has that kind of patience in today's world.
Remember, the job of an ad is to break THROUGH the clutter not be the clutter.

Activity Score 127
Humber College Lakeshore Campus
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