Cal State L.A.’s Golden Eagle
lands role in
‘Good, Clean Fun’
NASULGC, Anheuser-Busch, mascots team
to promote March Madness responsibility
Cal State L.A.’s Golden Eagle can be spotted perched among other college mascots on national television over the next couple of weeks. But it will take a keen, quick eye.
The bird and its big-headed buddies team up in a 30-second television commercial to encourage college hoop fans to have a fun, safe time during the upcoming NCAA basketball tournament. The ad, called "Good, Clean Fun," was produced by the National Association of State Universities and Land Grant Colleges (NASULGC) and Anheuser-Busch Cos. It will air on CBS, March 15 through April 12.
The commercial can be viewed online at www.beeresponsible.com (at dial-up or broadband streaming).
Peter McPherson, president of NASULGC, said, “With the assistance of Anheuser-Busch, we are spreading the important message about responsibility in an eye-catching way sure to catch fans’ attention.”
John Kaestner, vice president of Consumer Affairs, Anheuser-Busch Cos. added, “Most fans—regardless of whether their teams win or lose—know how to celebrate responsibly. But it only takes one person acting irresponsibly to ruin the celebration for everyone. We are pleased to work with NALSUGC to remind everyone this season that enjoying the games, preventing underage drinking, and being a good sport go hand in hand.”
The commercial, which was created by DDB, Chicago, opens with a referee giving a sincere pre-game speech to a group, off-camera. The referee encourages the group to continue promoting responsible behavior during the game and “keep their heads on straight.” The camera then pans back and reveals that the audience to whom the coach is speaking is a group of university mascots clustered around, nodding in agreement.
“Mascots are a focal point during games,” said McPherson. “We thought it made perfect sense to use them as a unifying force to deliver a positive message to fans.”
In addition to Cal State L.A.’s Golden Eagle, the spot features other University mascots from NASULGC member schools: Delaware State University Hornet; University of Nevada Wolf Pack; Kansas State University Wildcat; University of California-Irvine Anteater; Arizona State University Sun Devil; Cal State Fresno Bulldog; Penn State Nittany Lion; Cal State Long Beach Prospector Pete; Wichita State University Wu Shock; California Polytechnic-Pomona Billy Bronco; Cal State Northridge Matador; and Cal State Fullerton Elephant.
In focus group previews of the ad with students of legal drinking age from NASULGC member schools, participants said they could relate to the importance of watching out for one another and celebrating responsibly while having fun. The partnership between NASULGC and Anheuser-Busch began eight years ago, and has been focused on raising awareness about the need for good sportsman-like conduct among college students before, during and after sporting events. This spot will be the second television commercial the partnership has aired on college football and basketball TV broadcasts, as well as during the annual NCAA tournament.
According to a 2004 survey of NCAA college students, ages 21 to 29, conducted on behalf of Anheuser-Busch by Data Development Worldwide, more than 9 in 10 students attending games say they behave responsibly and don't engage in negative fan behavior like fighting, throwing beverages, or destroying property.
For information on the commercial, contact Rebecca Sullivan of NASULGC at (202) 478-6073, email@example.com or Suzanne Sierra of Anheuser-Busch Cos. at (314) 577-9860.
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Standing (l-r): Kansas State Wildcat, Delaware State Hornet, Long Beach State Prospector Pete, Wichita State Wushock, University of Nevada Reno Wolfpack, Fresno State Bulldog, Cal State L.A. Golden Eagle, Penn State Nittany Lion, Cal Poly Pomona Billy Bronco
Kneeling (l-r): Cal State Northridge Matador, UC Irvine Anteater, Arizona State Sun Devil, Cal State Fullerton Tuffy Titan (elephant)
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