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Posted on February 2, 2011

Cal U’s latest TV spot, a 30-second advertisement called “Built,” showcases our campus and the University’s mission.

The animated ad made its debut Jan. 23, airing just before the AFC Championship football game.

On Sunday, Cal U students, alumni and University watched the spot during the first half of the Super Bowl.

TV advertising raises awareness of California University, highlighting its mission of building character and careers.

It’s an important tool for recruiting new students — and careful shopping in the local media market makes it both effective and affordable, said Craig Butzine, vice president of Marketing and University Relations. 

“If we can show our ad when a big game is being televised, we know the message will reach a broad audience of prospective students and their parents, as well as current students and alumni,” he said.

“So we watch for opportunities to buy local air time at a discounted rate. We hunt for bargains. And by making strategic decisions, we get good value for our marketing dollars.”

“Built” is the second advertising spot created for the University by Little Fluffy Clouds, an award-winning animation studio in San Francisco. Husband-and-wife team Jan van de Beek and Betsy DeFries spent several days at Cal U so they could accurately render the campus on film.

Like “Journey,” the first ad in the series, the new ad resembles a watercolor painting. “Built” shows an architectural drawing coming to life as a student bicycles across the campus to the new Convocation Center.

“It gives viewers a look at our beautiful campus,” Butzine said. “And like our previous ads, it reinforces the message that Cal U students not only prepare for careers, but earn ‘a degree of character,’ too.”