New Cal Football Advertising Campaign to Be Launched

July 30, 2004

BERKELEY - A new advertising campaign, featuring television, radio, newspaper and billboard media, will soon be launched to promote the 2004 Cal football team. Created by Gardner Geary Coll, a full-service ad agency based in San Francisco, the initial spot will be a humorous TV commercial designed to ratchet up enthusiasm and increase ticket sales for the upcoming season.

'Gardner Geary Coll continues to deliver results for us, and the new campaign is terrific,' said Robert Hartman, Associate Athletic Director of Marketing at Cal.

The campaign's focal point is the TV ad - a comic take on the mania of the loyal Cal fan base. The ad depicts an overzealous fan, cheering wildly for the Cal bears, only to be shown later to have been standing by the bear enclosure at a local zoo.

'UC Berkeley is a tremendous school with a football program that has a lot of momentum,' said Bob Gardner, President and CEO of Gardner Geary Coll. 'Most of us in the agency are Bear fans, so this was a labor of love.'

Gardner Geary Coll is a full-service, independent agency based in San Francisco, that provides award-winning creative, research and advertising services to a wide range of clients, including Fisher-Price, Stri-Dex, and Fireman's Fund, Morrison & Foerster, Delta Dental, and AARP.

For a sneak preview of the new TV commercial, click here.

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