‘Experience It’: New TV spot captures the iconic scenes that make UW–Madison special

The spirited ad will air during televised Badger sporting events throughout the fall.

You just have to experience it. That was true for Badger football fans who journeyed to the hallowed grounds of Lambeau Field for the season opener against Notre Dame on Sunday. For those who tuned in at home, it was also the message of UW-Madison's new institutional advertising spot that aired during the national broadcast on NBC.

The ad, "Experience It," starts with UW-Madison students (real scholars, not actors) socializing at the Memorial Union Terrace and (in true Wisconsin fashion) dining on cheese curds and a giant pretzel. Junior Ruthie Nelson says to the camera - and to prospective Badgers everywhere: "What's it like to be a Badger? We could describe it. But we'd rather show you."

And then, iconic campus scenes that have made hundreds of thousands of Badgers fall in love with the university splash on screen. Rowers meet the sunrise on Lake Mendota, a volleyball player soars for a spike at the Field House, the Homecoming parade marches down State Street, the women's hockey team celebrates another title, students warm up over a winter campfire at Picnic Point, pink flamingos flock to Bascom Hill, graduates celebrate their ultimate achievement at Camp Randall.

Interspersed are snapshots illustrating UW-Madison's educational, research and public service missions - spanning from classrooms, labs and art studios on campus, to agricultural and freshwater fieldwork across the state, to an observatory in South Africa. The fast-paced cuts follow the unmistakable rhythm of the UW Marching Band, with its drumbeats and "U-Rah-Rah" chant building momentum throughout. The background track, recorded by band members in studio, was created specifically for the spot.

The ad, produced by UW-Madison's Office of Strategic Communication, will run during televised Badger sporting events this fall, reminding current Badgers of the magic of campus and inviting future Badgers into the fold.

"It doesn't take long for anyone who steps foot on this campus to know that UW-Madison is a special place," says Diana Harvey, vice chancellor for strategic communication. "They just have to experience it. We hope this ad will reinforce that feeling of awe to audiences around the state, country and world."