Millions of people watching Super Bowl LIX this Sunday will see an advertisement from the University of Wyoming (UW) highlighting its most prominent alumnus in professional football.
The 30-second spot will celebrate the success of Josh Allen, the starting quarterback of the Buffalo Bills and the winner of the National Football League’s Most Valuable Player for the 2024 season. UW hopes prospective students nationwide will see their story in Allen’s story.
“Josh needed an opportunity to prove himself, and we were the only Division I school in the country that gave him that opportunity,” said Chad Baldwin, UW’s associate vice president of institutional communications. “We want students in every field to study to know they have a home at the University of Wyoming.”
Strategic Spending
A national advertising spot for the Super Bowl costs around $8 million, and most blocks during the most coveted advertising event are sold over a year before the game.
Baldwin said UW wanted to be strategic about its 30-second advertisement to spare the full expense and ensure their message would be seen where it could achieve the best results. To do this, they selected around 25 different markets to air their spot.
“Our Board of Trustees allocated $2 million out of its special projects reserve for the advertisement,” he said. “We worked with the Office of Admissions to ensure we hit markets where we have successfully recruited students in the past, and the ad with air on local affiliates in those areas.”
Baldwin added that the advertisement was produced entirely in-house, produced by UW’s Institutional Marketing department in collaboration with the Athletics Department.
"Underdogs Come To Shine"
The stirring commercial discusses Allen's heroic story of being ignored by every major college in the country, except for the University of Wyoming.
"Where do legends come from?" the female voice asks. "Some start as dreamers, even after they're turned down again and again."
"But everyone deserves a chance to prove themselves," the voice continues, over video of Allen diving into the end zone and being mobbed by his Wyoming teammates.
"At the University of Wyoming, we're the team that believes you can do anything. This is where underdogs come to shine and where real MVPs are made," the voice says.
Baldwin says the 30-second spot celebrates Allen’s achievements in professional football and how his success “shines a light on his inextricable connection with his alma mater. " The ad was designed so prospective students can see themselves in Allen’s story.
“In addition to increasing brand awareness nationwide and recruiting more students, we wanted to show how Josh’s story represents what the University of Wyoming provides for all its students,” he said. “His story represents what UW is all about and has great appeal to people considering where they might want a chance to spread their wings.”
Where And When
Wyomingites watching the Super Bowl can expect to see the UW ad twice on Sunday. Baldwin said it will play during the pre-game show, “relatively close to kickoff,” and again during the game, although it’s difficult to say precisely when.
As for the where, UW targeted multiple markets across the nation where the university has seen the most success recruiting students of all stripes. Baldwin estimates that at least 10 million people watching the Super Bowl will see UW’s ad.
“We’re playing it in Denver and Colorado Springs, which is the second biggest place for us behind Wyoming,” he said. “We’re advertising in the San Diego and Bakersfield markets in California, and the Dallas, Fort Worth, Houston, Beaumont, and Amarillo markets in Texas, which are among the top five markets in the country.”
Other targeted markets include Chicago, Seattle, Minneapolis, Oklahoma City, Boise, and Omaha. Allen grew up in Fresno, California, so the UW ad could be seen in his hometown.
Airing the ad in Wyoming was more difficult logistically. Super Bowl LIX is airing on the Fox Network, which doesn’t have a Wyoming affiliate. So, UW targeted every affiliate in neighboring states to ensure every Wyomingite sees it.
“We had to work through Denver, Salt Lake City, Rapid City, and Billings stations to get the ad aired,” Baldwin said. “Those stations should cover all of Wyoming.”
His Story, Your Story
Since graduating from UW in December 2017, Josh Allen has become one of the NFL’s most popular and lauded quarterbacks. He was announced MVP on Thursday at the annual, nationally-televised NFL Honors awards ceremony in New Orleans, beating out Baltimore Ravens quarterback Lamar Jackson in one of the closest races in history. After an incredibly successful season, UW wanted to congratulate Allen and use his story to enhance the university's appeal.
A Gatorade ad featuring Allen highlighted how hard work and determination can take you anywhere. Baldwin agreed but believes Allen’s decision to attend UW was integral to his ongoing success.
“Josh's hard work and determination are big factors in his success, but he needed an opportunity to prove himself,” he said. “UW is a place where anyone, in whatever field of study they pursue, can get the support and opportunity to prove themselves.”
Aspiring athletes are the most likely to see themselves in Allen’s shoes, but Baldwin said UW’s Super Bowl ad wants to cover the complete spectrum of students. His story might be the biggest in recent years, but anyone can achieve tremendous things through a UW degree.
“We're not an elitist coastal university,” he said. “We have a 96% acceptance rate. We're not exclusive, and Allen’s story goes way beyond the field of athletic competition. At UW, we're all about providing opportunities for students to hone their skills and gain the experience they need to succeed in whatever path, career, and vocation they choose. We’re all unheralded underdogs, just like Josh was, and look what he’s achieved.”
Andrew Rossi can be reached at arossi@cowboystatedaily.com.
