Luckie & Company’s new campaign is aimed at redefining the image of the school’s athletic department.
A new commercial campaign for Vanderbilt University’s Athletic Department reimagines a practice field and workout facility as proving grounds for victory.
Artfully directed by STORY’s David Orr for Birmingham agency Luckie & Company, one spot, Limits, presents de-saturated images of football players lifting weights and engaging in drills with words such as “perseverance” and “dedication” woven into the backgrounds. A second spot, Pull, centers on two athletes playing tug of war with a tire as teammates cheer. Accompanying graphics proclaim, “Victory is awarded on Saturday…but it’s earned long before then.”