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It takes an Optimist: New UCLA Ad Campaign Stars Bruin World-Changers.


By Jack Feuer

Published Feb 15, 2012 8:00 AM

The Optimists | UCLA

For almost a century, UCLA has been home to optimists–achievers who keep moving toward the prize–in world affairs, science, arts and athletics.

It takes a special kind of person to make history—the Bruin kind. That is exactly the kind of remarkable talents celebrated in UCLA’s new ad campaign, The Optimists, which launched last week with a 30-second television spot that aired during FSN’s telecast of the UCLA vs. Cal men’s basketball game. Like other universities, UCLA receives TV and radio air time for free through the NCAA; we pay only for the cost of producing the ads. The campaign stars some of UCLA’s biggest game changers, former students who went on to make great contributions in their careers and in our lives. You will recognize most of them—baseball Hall of Famer and barrier-breaker Jackie Robinson, Academy Award–winning director Francis Ford Coppola and Nobel Prize winner Ralph Bunche, to name a few. Although the TV spot focuses on our outstanding alumni, it also includes a glimpse of the legendary John Wooden, whose simple pyramid became a blueprint for living a fulfilling life.

Complementing the TV effort are radio spots and print ads, the latter running in the Los Angeles Times, New York Times and The Chronicle of Higher Education, and social media outreach via Facebook, Twitter and View the ads and an extended version of the TV spot at



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