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UCSD: Break Things Better


I don't think anyone would look to a free airline magazine for great ad work, but maybe they should. I found this piece in Southwest Magazine while I was flying. What drew me in initially was the layout (examples below). It forces a lot of questions. There's no title, no author, not even a clear narrative, nor does this take the form of a common magazine feature. In an odd mix of creative writing and composite art, these spreads highlight faculty at University of California San Diego and the critical work they're doing. The article I came across highlights the line "A simple way to save the world using nothing more than drumsticks, some Havarti, and a tattoo." you may be less gullible but they kind've had me there. As you work your way through the text you learn that a physics professor is working on a theory that states time is a construct and instead all things are happening at once, a microbiologist studying cheese cultures and what we can learn from them about microbes in humans, and a bioengineer working on a wearable device for babies that can predict seizures, heart attacks, and even call an ambulance. All of this work is illustrated in the composite above, making for an interesting mix of content. Not that it's revolutionary but highlighting interesting work by faculty members seems like a brilliant way to advertise the university, and this spread was an excellent example of that.

Strengths: The ad has stopping power for being in a typically boring magazine, mostly due to the layout and the odd imagery.

Weaknesses: I'd be interested to see the media strategy behind buying space in Southwest Magazine—I can't speak to it.

Target: High school students, parents of college bound kids, the general public

Insights:

1. People are doing amazing things at UCSD that no one ever hears about

2. The boredom associated with flying provides a teachable moment, where you might engage with content you'd shrug off regularly.

Purpose: Improve perceptions of UCSD & attract students

Positioning: Cutting edge, new age university with brilliant work

Personality: Intelligent, Innovative, Intriguing


 MANIFeST: 

I started this blog to detail my experience in the M-School​. Posts will include reflections from class sessions and Ad Agency site visits as well as weekly Ad finds with an accompanying analysis.  

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