University Star

In the past, criticizing Texas State athletic advertising has almost been a monthly ritual. Now, Texas State’s marketing seems to be catching on to ways to make the university an upper-tier member in Division One football, or at least Football Bowl Subdivision caliber.

For those who watch ESPN on a regular basis, Texas State has paid for commercial spots recently, most notably on shows like “Around the Horn” and “Pardon the Interruption.” The ad features a photo snapshot gallery of Bobcat fans and the stands packed full. Bobcat radio personalities Brant Freeman and Bill Culhane recorded audio bites of how exciting the atmosphere could be at Bobcat Stadium for the opening game against Texas Tech.

There are negatives to this advertisement, but let’s begin with the positives.  It is smart to advertise on ESPN (and probably costs a pretty penny). But the advertisement for the most part does its job of captivating the listener and generally excites the common Bobcat fan. The “United We Fan” is also a nice touch to the new market campaign. While I’m not fond of the photo gallery slideshow, it does add to the name of tradition.

However, there are many ways that this ad falls short. The quality of this advertisement could be considered poor, worse than any local commercial that comes on ESPN or other channels. Even on YouTube, it is unavailable in HD. In this day and age, to not have high-definition quality in a video production for a professionally run organization is verging on inexcusable.

Instead of pictures and using what looks like a zero-dollar commercial-making budget, it would have been nice to see some highlights and big plays from last year. They could use some actual video and crowd reaction noise, or some video of the fireworks as Texas State comes out of the tunnel. Highlights are way more exciting than just pictures.

The music in the background is very mellow. It doesn’t scream exciting and bone-crushing football. There is plenty of music that would be classified as “epic” and plenty of exciting music that fits with sports promotions. While I am unaware of the limitations, there has to be better music out there than this coffee house expression of hopes and dreams.

All said, this commercial and the fact that Texas State has purchased time on ESPN is certainly a big step in the right direction. If only the Bobcats would take down the “It’s Hoops Time” billboards because it, in fact, is not hoops time. The tram buses still have advertisements for men’s and women’s basketball “season starting November 11.” It’s embarrassing.

The chance that the Western Athletic Conference will be a viable option past next season is as likely as turning on ESPN and not hearing Tim Tebow’s name. However, it is exciting to see the push to the Football Bowl Subdivision.  Once June rolls around, if improvements haven’t been made, the worrying and strict complaints may set in again. But for now, it’s just good to see the Bobcat word spread with a little more enthusiasm and professional advertising. Credit has been given where credit is due.