Suffolk University Comes Out Swinging In New Marketing Campaign
Ads Assert School’s Appeal, Importance and Success; Enlists Brando Character to Encourage Students to Be a “Contender”
BOSTON, June 27, 2014 /PRNewswire/ — Boston’s Suffolk University will launch its first branding campaign in eight years as it unveils an ambitious series of ads that serve to assert the importance of the institution and the drive of its students.
The campaign debuts June 27 with a television commercial, and will be followed by a series of print ads, radio spots and posters on the transit system throughout Greater Boston.
And in what is believed to be an advertising first, the iconic scene from the 1954 film “On the Waterfront” is used in a television commercial. The spot features the famed scene where Marlon Brando’s character laments the wrong decisions he has made in his life and how he “coulda been a contender.” The spot concludes with the simple copy, “Be a contender. Suffolk University.”
More than a dozen print and outdoor ads combine to emphasize Suffolk’s success in developing accomplished graduates who are making a difference in Boston and beyond. Other ads in the campaign celebrate the work ethic and passion for which Suffolk students are known. One ad features the headline “A university whose students have their nose to the grindstone instead of stuck up in the air.” Another reads, “Suffolk students rely on their will to succeed, not their father’s will.” Yet another reminds people that Suffolk is “For students who believe college is a privilege, not a birthright.”
“Suffolk is a proud institution that has long championed the resourceful and the deserving, and this campaign is a powerful reminder of our heritage, our mission and our accomplishments,” said James McCarthy, president of Suffolk University. “We’re proud of who we are, and it’s important to let students, parents, employers, alumni and the city of Boston know of the tremendous role we play in developing student potential and providing opportunity to the next generation.”
The campaign was created by the New York advertising agency DeVito/Verdi, which was awarded the Suffolk advertising account in January of this year.
“The Board has committed to this advertising campaign to show the Institution’s excellence,” said Andrew C. Meyer, Jr., Suffolk’s Chairman of the Board. “We are not shy about putting our stake in the ground and letting others know of the unique makeup of this University, the tremendous opportunities it offers students and its importance to Boston.”
The campaign will run throughout the year. The television commercial debuts on NESN during the June 27 Red Sox/Yankees game.
About Suffolk University
Suffolk University, located in historic downtown Boston, with an international campus in Madrid, is a student-centered institution distinguished by excellence in education and scholarship. Suffolk University offers a wide range of undergraduate and graduate programs in more than 90 areas of study. Its mission is to empower graduates to be successful locally, regionally and globally.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. It has been voted “Best Agency” six times by the advertising industry group, the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence.
DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl’s, Legal Sea Foods, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Meijer, New York Institute of Technology, Anna’s Linens, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men’s Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Massachusetts General Hospital, Abington Memorial Hospital, CarMax, Sports Authority, Daffy’s, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
SOURCE Suffolk University