PSA Spot - Boiler Up!

As a member of the Big Ten Conference, Purdue University receives a 30-second television PSA placement during every major football and basketball broadcast — prime airtime that would traditionally cost hundreds of thousands of dollars annually. Rather than treat it as routine, we saw it as one of our most powerful brand-building opportunities of the year.
University PSAs often blend into the background — overloaded with b-roll and messaging that tries to speak to everyone. Purdue chose a different path. We created a cinematic, emotionally charged spot built around one unifying idea: the rallying cry that connects all Purdue fans — “Boiler Up!”
At Purdue, “Boiler Up!” is more than a cheer. It’s encouragement. It’s camaraderie. It’s connection between strangers. It’s pride across generations. The spot captures that shared spirit while positioning Purdue as a place of curiosity and innovation — especially in STEM — showcasing both the West Lafayette and Indianapolis locations. Message-tested rankings and institutional distinctions were woven intentionally into the narrative, reinforcing Purdue’s prestige in ways that felt earned and resonant rather than promotional.
We developed two versions — one for football and one for basketball — each opening and closing with sport-specific energy while carrying the same central message. Because the audience was already highly affiliated, we crafted the story to deepen emotional connection while also introducing Purdue to new Big Ten audiences at Washington, Oregon, UCLA and USC.
In overstimulating game environments, attention is everything. The creative was designed to command the first three seconds — whether on broadcast, in a noisy stadium or across multiple screens at home. Every frame feels distinctly Purdue.
Average view duration reached 29 seconds of the 30-second spot. The football PSA delivered 12 million broadcast views and more than 1 million YouTube views. Basketball placements — with the season still underway — have already generated nearly 1 million YouTube views and 677 thousand social campaign views. Across 17 organic posts, the campaign achieved 590 thousand impressions.
By turning a guaranteed placement into a strategic storytelling moment, “Boiler Up!” transformed a standard PSA into a powerful expression of Purdue pride.