The Conference has commissioned a new series of public service announcements (PSAs) that will air with the start of the 2013 college football season. The PSAs deliver messages that promote all 10 conference athletic programs. The spots are rich in special effects and for the first time sports will feature sports other than football including baseball, tennis, gymnastics, softball, track and field, rowing and wrestling. The robust visuals tell the story of strength, unity, passion and dedication that each athlete contributes to the team goal of ultimately becoming the one true champion.
Every televised college football game will feature a PSA from each competing institution and their conferences for a total of four 30-second commercial segments. For a televised conference contest, one commercial will go to each of the competing Big 12 schools, and the conference will provide PSAs for the remaining two commercial spots. ESPN will also air one 30-second conference PSA during each Big 12 basketball telecast once that season begins.
This year, the Big 12 will air eight different 30-second commercials that highlight the athletic and academic excellence of its member institutions.
The creative director for the project was Ken Maxwell of LDWWgroup, the Big 12's marketing communications partner. The spots were produced by Dallas-based Ideaman Studios with special effects and animation by Los Angeles-based Kyle Lane Dreher.
Five PSAs are currently available, and additional spots will debut during the school year.