University of Toledo’s gives you the power to do

The voiceover, delivered by a young woman, her tone full of ambition, energy and potential, lays out the new campaign’s central theme: “When everyone else is asking, ‘What if,’ be the one who answers, ‘Watch this!’” 

This proclamation, delivered at a time when lofty pronouncements seem to be in vogue, sets the stage for the payoff, delivered with similar verve: “At The University of Toledo, we’re shaping the next generation of doers,” the spot says, harnessing the promise, quite simply, as The Power To Do.

Partnering with the Ohio institution that plays a key role in the Toledo community, the independent agency BVK created a unifying brand platform for both the University of Toledo and UToledo Health under the uplifting banner of The Power To Do. The campaign broke recently with two new commercials produced by Quriosity Productions and directed by Sheldon Candis. It’s all part of an integrated rebranding for the university that embraces the impact UToledo has as both a public research institution and health system, and groups both under a single identity for the first time. Adding a design statement to underscore the idea, in both the outdoor and film executions, the words ‘To Do’ are lifted out of the UToledo logo. 

The Power to Do – Anthem focuses on the university. Shot on location and featuring actual students and teachers, it presents a procession of powerful images of the campus as a powerhouse of ideas and possibilities, in fields ranging from technology to science to the performing arts and athletics. 

The Power to Do – UToledo Health similarly takes viewers on a fast-paced trip inside the UT Medical Center, where we see patients receiving care ranging from rehab, exams or even surgery, intercut with scenes of doctors and nurses teaching the next generation of healthcare providers. Promising consumers that “there’s a better day out there, one that’s brighter, stronger and more hopeful,” our camera moves quickly in and around dedicated professionals doing what they do best. 

The agency chose Quriosity’s Candis to lead the production for a variety of reasons. “Partnering with Sheldon was a no-brainer for us,” says Seth Gordon, Assoc. Creative Director. “We’ve had the pleasure of working with him on several occasions, and always find him to be reliable, accessible, and consistent in delivering beautiful work for our clients.”

Gordon says the agency was attracted by Candis’ ability to apply his documentarian’s eye to the project, and imbue the film with high-level visual sensibilities. “We challenged him with a brief that required we break our clients out of a sea of sameness in their category,” he adds. “He did all that and more by employing unique camera equipment, editorial transitions, and a gentle hand to coax beautiful performances out of our cast.”