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UC Berkeley In Brief

Coach Tedford expounds on 'Our Domicile'

"Pep Talk"
Coach Tedford and players in Pep Talk

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– By any measure, this season was a stunning success for the Cal football team. Coach Jeff Tedford and his men provided months of pride and joy, and the Holiday Bowl television broadcast was a perfect opportunity to debut a 30-second spot celebrating Berkeley's amazing blend of athletic prowess and academic preeminence.

"Pep Talk," which aspires both to promote the campus and to amuse, was created through a collaboration between the UC Berkeley Public Affairs department and the "Goodby, Silverstein and Partners" advertising agency.

Last fall, the agency's lead partner, Jeff Goodby, a Cal fan of the highest order and the creative force behind the iconic "Got Milk?" and "ESPN SportsCenter" campaigns, offered to assist Berkeley in its ongoing effort to reinvigorate its connection with alumni and the public at large.

If you missed the game, here's a chance to view the first fruits of this new partnership.