Baylor’s 2024-25 commercial: ‘Never Get Used to This,’ featuring Forrest Frank

A new school year and a new football season present a new opportunity to share what Baylor is all about. Baylor’s 2024-25 university commercial will debut on television during Baylor football’s season opener Saturday, but BU social media shared the spot earlier today:

The 30-second spot features breakout Christian music singer/songwriter (and 2017 Baylor graduate) Forrest Frank, whose music you’ve likely heard on Christian radio and/or TikTok. The commercial pairs one of Frank’s original songs, “Never Get Used To This,” with shots featuring the vibrancy and joy of the Baylor student experience.

“Music is one of the strongest connection points to experiences and to one another in today’s culture, particularly with younger audiences,” says Baylor Chief Marketing Officer Jason Cook. “Collaborating with Forrest Frank, a Baylor alum who has quickly become one of the top Christian artists in the world, allowed us to showcase the university in a new, relevant way… ‘Never Get Used to This’ captures the essence of life at Baylor — a place where you can find and pursue your calling while being spiritually formed and encouraged to live out your faith in an authentic and unapologetic way.”

Shortly after graduating from Baylor, Frank (BBA ’17) toured and performed as a member of the viral hit-producing duo Surfaces. He then felt the call to produce a Christian album that would resonate with and inspire young people to know the love of Christ. “Child of God” hit the No. 1 spot on iTunes across all genres within days of its release, and his tour has sold out at venues across the nation. Amidst the success, Frank and his wife, Grace (BA ’19), chose to lay down roots in Waco, underlying his commitment to serving and supporting his local community and the Baylor Family.

The spot will air throughout the year during broadcasts of Baylor sporting events, sharing the Baylor experience with a national audience on a weekly basis.

Sic ’em, Bears!