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"We wanted to do something unique, something that would play to a sports-minded audience and something that would emphasize our quality academics to a national audience," said Christopher Simpson, IU Vice President for Public Affairs and Government Relations.
A voice-over provides commentary pointing out that in addition to Japanese, IU teaches 33 other languages on a regular basis.
With expert coaching in translation and pronunciation from Greg Kasha, chair of East Asian languages and cultures at IU Bloomington, Patterson and his cohorts needed only seven "takes" to get it right.
The spot will also be featured in half-time shows in rotation with other advertisements produced for this recruitment-oriented campaign. Look for it also during television coverage of both the Winter Olympics and the Indiana High School Basketball Class Championships.