UC Berkeley In Brief
|(Steve McConnell photos)|
Old Blues cheese it up for football ad campaign
2 carefully aged actors (witty and charming preferred)
2 vans of production personnel (with and without tattoos)
1 level truck load of production paraphernalia
1 ad agency (fresh and well-spiced)
1 Cal Athletics marketing office
1 ton (at least) of exceptional student-athletes
1 high-fiber coaching staff (do not tenderize)
scant 1¼ centuries of history and tradition
Directions: Blend ingredients on the Kleeberger Field parking lot under early August sun. Garnish with new tag line: 'Cal Football Spirit. 123 Years Old and Counting.' Present over airwaves while still hot. Serves 75,662.
That's it, the recipe for this season's Cal Football advertising campaign.
It will be "Old School" all the time as these two crusty characters — the Captain and Dick are their stage names — aim for the heart and soul of Cal Spirit for television and radio audiences. According to athletics marketing chief Robert Hartman, "Cal football has been played in the Bay Area longer than any other professional or college team. We are celebrating that history."
The "Captain and Dick" campaign marks the return to campus of Goodby, Silverstein & Partners, the advertising agency behind the popular Pep Talk spot, first broadcast during the Holiday Bowl.