University television campaign wins 10 ADDYs

UM’s “Griz Country” television commercial won Best of Show in electronic media at the 2006 Montana ADDY Awards Competition in Great Falls.

Chisel Industries, which worked with UM administrators, faculty and students to produce the ad and six other award-winning spots for the University, brought home 10 ADDYs for its UM television campaign.

Chisel won four Gold ADDYs: one for electronic media, one for the UM campaign and two for the “Griz Country” spot — one in the 60-second ad category and another in the regional/national single spot category.

Silver ADDYs went to the “Legacy” spot in the 60-second ad and regional/national single spot categories and for elements of advertising/music only used in the UM academic campaign.

Bronze ADDYs went to spots focusing on UM’s chemistry program in the 60-second ad category and its business management program in the regional/national single spot category. A third bronze was awarded for elements of advertising/music only for the tunnel run music in the “Griz Country” spot.

Chisel Industries is a Montana-based marketing and production company with Hollywood experience. Chisel uses 35-millimeter cameras, lighting equipment, camera cranes and other specialized equipment to give its work a polished look.

The ads produced in UM’s academic campaign featured faculty members teaching in fine arts, chemistry, biology, pharmacy and business. All of the spots, including two that focus on UM sports and Grizzly athletics, have aired on various cable networks throughout Montana; during the playoff football game that pitted the Grizzlies against the University of Massachusetts, the spots appeared nationally on ESPN.

“These ads were done with lots of folks on campus working together — deans, faculty, staff, students,” said Jim Foley, UM’s executive vice president. The ads were made to appeal to potential students as well as alumni, potential donors and policymakers, Foley said. He added that UM and Chisel Industries plan to make more commercials when spring weather offers better filming opportunities.

The ADDY Awards competition is a three-tiered national competition conducted annually by the American Advertising Federation. Gold and silver awards advance to regional ADDYs and winners advance to the national competition. Of the 468 entries received, 53 Gold ADDYs were presented for professional entries and four were presented for student entries.