Branding Massey University: A TV Commercial

Massey University Television Commercial 2009

Librarian and blogger Alison Wallbutton posted the above tv ad for her homebase, New Zealand's Massey University, requesting comments and feedbacks.

Though I hate to negatively criticize such a feel good ad, I do have to wonder who this ad is attempting to reach. If Massey U has conducted a survey of its students and/or potential students and has found that they are strongly motivated to go to college by a spirit of discovery and exploration then I'd like to hear more about such information gathering as it would provide a strong rationale for this commercial.

Here's what they have to say at Massey University's YouTube channel:

"The TV advertisement encapsulates the idea of Forever Discovering the underlying theme of Massey Universitys brand. It demonstrates the emotions of discovery, exploration, liberation, expression, and opportunity all of which are key components of the brand. The message in the advertisement is our lives are shaped by the discoveries we make. Massey University provides the environment to push the boundaries and make a range of both personal and professional discoveries."

I guess the effects of the recession have been so drastic in my life that I have severe difficulties relating to such a commercial. I understand the beauty of discovery but I feel like an effective campaign might better emphasize the "opportunity" aspect, as in, improving one's life by making discoveries that support one's achievements in the world. Nevertheless, if MU has evidence that such branding is beneficial and worth spending big bucks on a tv commercial for, then all power to them for finding the connection between the pleasure of learning and the institution's bottom line.