Baylor Debuts “Where Lights Shine Bright” Television Commercial

September 21, 2018
Baylor Lights Commercial 2018

The opening scene from Baylor's 2018 "Where Lights Shine Bright" institutional commercial, which debuts during the Sept. 22, 2018, nationally televised Big 12 football game between Baylor and Kansas.

New institutional spot combines live action with computer animation to show how the Baylor Family reflects God’s light in the world

Media Contact: Lori W. Fogleman, Baylor University Media Communications, 254-710-6275
Follow Lori on Twitter at @LoriBaylorU
Follow Baylor Media Communications on Twitter: BaylorUMedia

WACO, Texas (Sept. 21, 2018) – Inspired by the “Where Lights Shine Bright” campaign, Baylor University will unveil its new institutional commercial during the national television broadcast of Saturday’s football game between Baylor and Kansas. The Big 12 opener on FS1 between the Bears and the Jayhawks will kick off at 2:30 p.m. at McLane Stadium.

As Baylor and its creative team began conversations about the next phase of campaign, they continued to return to the theme of light, reflecting how tens of thousands of Baylor students, faculty, staff and alumni continue to let their lights shine through their lives, research, service and a wide range of professions.

Working with Johnson + Sekin in Dallas, the team developed a 30-second spot that combines the lights theme with live action and computer animation to spotlight Baylor’s diversity of backgrounds and talents, its transformational learning opportunities that are grounded in Christian faith and service, and the University’s research, such as on water quality, that impacts lives and communities. Featured are well-known Baylor landmarks, including the four columns at Baylor’s original location in Independence, Texas, the stained glass windows in Elliston Chapel and the light above Pat Neff Hall on campus.


(Watch the new “Where Lights Shine Bright” commercial on Baylor’s YouTube channel.)

“This extension of our ‘Where Lights Shine Bright’ campaign tells the story of the Baylor Family reflecting the light of God in the world as they pursue their callings,” said Baylor President Linda A. Livingstone, Ph.D.

In January, Baylor launched the #BaylorLights campaign, based, in part, on Matthew 5:14-16, in which believers are called to “let your light shine.” The campaign, rolled out on campus, across the state and online, spotlighted the University’s distinct mission in higher education and shared stories of how students, faculty, staff and alumni are making an impact worldwide.

“This commercial is unique and is certain to differentiate Baylor in the ‘sea of sameness’ reflected in most university commercials,” said Jason D. Cook, vice president for marketing and communications and chief marketing officer at Baylor.

The J&S team provided creative oversight, with award-winning film and commercial director Norry Niven overseeing the live-action scene and ATK PLN heading up the digital production. Dallas actor and recording artist Daven Wilson provided the voiceover.

Script for 2018-19 Baylor University Institutional Commercial:

    The best and brightest are drawn to Baylor.

    Where those from many backgrounds, with many talents, shine together

    Before casting their light outward to illuminate the world…

    Through transformational learning opportunities

    Grounded in Christian faith and service,

    And research that impacts lives and communities.

    Baylor University…

    A place where lights shine bright.

ABOUT BAYLOR UNIVERSITY

Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.