RPA Creates Poignant Ads Celebrating UCLA's 99 NCAA National Championships

February 22, 2007

by
RPA

Santa Monica, Calif., Feb. 22, 2007 — UCLA and RPA, the largest independent advertising agency on the West Coast, collaborated on a pro bono assignment to honor UCLA's numerous athletic accomplishments and launch the new tagline, "Champions Made Here." The campaign consists of a :30 spot, "Trophy," first airing February 22 and a print ad, "99," as well as banners and posters around the Westwood campus.

Capturing the pride of UCLA students and alumni, "Trophy" features Coach John Wooden on-camera, the university's legendary 96 year-old men's basketball coach. Wooden is responsible for coaching UCLA to 10 National Championships in men's basketball.

"The print ad features 99 photos of numbers on jerseys, caps and shorts from both men's and women's sports, from nearly every decade since UCLA began fielding teams. The number on each jersey counts up to 99. It somewhat breaks the rule that the best ads are the simple ones. The ad features Lew Alcindor, Troy Aikmen, Tyus Edney, Lisa Fernandez, Jackie Robinson and many others that die-hard Bruin fans should enjoy finding," said Jennifer Young, Art Director at RPA.

"The intro line, 'A trophy can be made anywhere. But there's only one place champions are made' sums up the spot pretty well. As the spot unfolds, we show the breadth of sports at UCLA, rather than just sticking to football and basketball," said Bill Bayne, Copywriter at RPA.

All aspects of the campaign including creative development, director's services, sound, editing and production were donated.

Creative Credits: Advertiser: UCLA Spot Title: "Trophy" Print Ad: "99" First Air Date of Spot: February 22, 2007 Creative Directors: Larry Postaer, Pat Mendelson, Mark Erwin Art Director: Jennifer Young Copywriter: Bill Bayne Agency Producer: Shelley Eisner Production Company: Roses Are Blue Director: Ben Zlotucha Director of Photography: Brett Juskalian, Rich Schaeffer Editor & Company: Michael Heldman, Spotwelders Music/Sound Design: Douglas Darnell, Robot Repair Principal Performer: John Wooden

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM, Lenox Financial Mortgage and Zatarain's. For more information, visit http://www.rpa.com.