In the interest of full disclosure, I must go on the record that I went to Harvard. So there may be some unconscious bias on my part.
Let me set the scene as I imagine it unfolding: a stodgy, traditional university is starting to suspect that they may be falling behind the times from a marketing standpoint. They turn to some recent alums and ask them to make one of those Web 2.0, viral video, social media content thingees that they’ve been reading so much about in the Media and Advertising Section of the New York Times. This, they assume, will make their university impossible to resist for hip, young, Glee-watching high school students.
What could possibly go wrong?
See for yourself.
If you somehow managed to watch until the credits, you’d see that literally hundreds of people worked on it. If you know something about video production, you would recognize that this was shot on expensive gear with lots of fancy production value (crane shots, dollying, lighting, etc). Yet the result is an awkward, hard-to-watch infomercial set to cheesy pop muzak.
Compare it to this much scruffier production by a much less famous school.
After watching these two videos, which school would you want to spend four years at?