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A scene from the Nokia
"New Twist of Fate" commercial created by MU
students Liz Underwood and Melissa Hillebrenner. It is
one of two Nokia commercials based on the work of Mizzou
students.
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Will
Work for Credit
MU Journalism Students Create Ads for
National Television
By Jeff Neu
College students spend countless hours working on class projects
and preparing for future career opportunities. For some advertising
students at the Missouri School
of Journalism at the University of Missouri-Columbia, the
chance to launch those careers and gain national exposure has
arrived early. In April, two Nokia
ads, created by four MU students and produced into television
spots, began airing across the country.
“This is a dramatic success story
and spectacular by any measure,” said Steven Kopcha, chair
of the journalism school’s advertising department. “We
are committed to developing students so that they are ready
for the real world on day one of their careers.”
Last fall, MU served as the pilot school
for Nokia’s college advertising program, The New U. The
arrangement was facilitated by Jack Smith, MU graduate and adjunct
advertising professor, and former group president and deputy
chief creative officer for Leo Burnett, Inc., a renowned ad
agency based in Chicago. Simulating the client-agency creative
meeting, Nokia representatives provided students with an overview
of the brand and the featured product, the Nokia 3650 phone,
which features a built-in camera. Students handled all aspects
of the 30-second ad creation, including conceptualizing, copywriting,
filming, editing, and presenting.
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Left to right: Hillebrenner,
producer Tony
Miglini and Underwood brainstorm on location during the
"New Twist of Fate" commercial
shoot.
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“This entire project with Nokia has
been absolutely amazing,” said MU senior Holli Coleman,
who, along with Libby Hall, Liz Underwood and Melissa Hillebrenner,
was responsible for creating the spots. “Working with
a globally recognized client and developing concepts for a national
ad campaign, all as a college student, is a once-in-a-lifetime
opportunity.”
The two MU ads selected by Nokia for production
were produced by the advertising agency, Dallas-based The
Richards Group. The four students were onsite for production
and served as art directors at the advertising shoot.
In addition to the two selected ads, Nokia
is showcasing eight additional ads produced by 16 MU students
during the fall 2002 semester. One ad from the eight will be chosen based on online
ranking conducted by consumers. The students who developed the
chosen ad will win a trip to the Nokia Sugar Bowl, as well as
the opportunity to attend a Nokia advertising shoot.
The success of the pilot program with MU
encouraged Nokia to make a minimum two-year commitment to The
New U. The program will formally launch in the United States
and Canada in August and will initially include MU, the University
of Colorado and Southern Methodist University.
Founded in 1908, the Missouri School of
Journalism has set the standards for journalism and strategic
communication training for almost a century. The proven “Missouri
Method” blends theory and practice through coursework
and the university’s own media, including a community
newspaper, a network television station and a national public
radio station.
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Last Update:
November 15, 2007
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