Indiana University. Excellent.

What defines excellence?

By Susan Williams

It’s companion, “Questions,” debuted last fall, the first of two commercials to feature real IU students talking about their university. Already an award winner (see page A1 of today’s Home Pages), the first piece is a visual treasure of image flowing and dissolving on top of image and quiet text on top. Classical music threads together all the visuals and behind it all are the earnest voices of students, asking the intellectual questions they hope to pursue during their years in college—how do you take a company public; can you teach creativity; what defines peak performance?

The second and newest commercial, “Excellent,” is similarly produced to re-create the same dreamy quality of music, images, text and voices, but it explores what students value about the learning experience at IU.

“We wanted this commercial to state unequivocally that Indiana University is a great university, and here’s why,” said Sandra Conn, assistant vice president for public affairs and government relations and creative director for both commercials. “We interviewed around 40 students and asked them about what they value in being at IU, what they like about the academic atmosphere here, and what, to them, makes IU an excellent university.”

Their answers? Among others, a challenging but supportive environment all about learning. No limitation to opportunity. A dedicated faculty whose excitement about teaching and love for their subjects are evident.

For practicality of production—and in turn affordability—the commercial features Bloomington students and classrooms, but the academic opportunities visited in the piece are those that apply to all IU campuses—nursing and business, for example, or liberal arts electives, such as English, dance and music. And while the visuals are too lovely to be called “generic,” they have no landmarks to identify a geographic location.

Conn emphasized that like the first commercial, the second is “all about us. It is absolutely authentic,” she said. “Aside from the professional help to film and put both these pieces together, a lot of IU people were involved in the creation, from faculty who participated, to students who actually defined how IU is excellent, to staff who stood by to fix a dolly or mind an electrical circuit. These commercials represent the enthusiasm and interest of a learning community.”

For more information, revisit the IU Home Pages’ story at:

http://homepages.indiana.edu/120800/text/real.html