Baylor’s 2017 commercial: “What Does Baylor Mean to You?”

Baylor’s new university commercial officially debuted Friday on social media. The 30-second spot, which is widely seen on television during Baylor sporting events, centers on students and highlights the sights and sounds of campus:

This year’s commercial was inspired by the answers Baylor students gave to one simple question: “What does Baylor mean to you?” Over two days in August, 70+ Baylor students gave hours of their time (in 100-degree weather) to show the world how much they love their university.

The film was directed by Texas native and award-winning director Robb Bindler, who has created commercials for companies and organizations such as Coke, Visa, the NFL and Major League Baseball. Take a behind-the-scenes look at what it took to make it all happen:

“Baylor has a distinct place in higher education as a Christian research university, but that’s hard to explain in a 30-second TV spot,” says Jason Cook, Baylor’s vice president for marketing and communications and chief marketing officer. “We called on our students to communicate their Baylor experience in their own words while also showcasing their favorite campus locations. The result was something that was real and authentic, as well as different from the typical institutional commercial.”

Sic ’em, Bears!