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Yale Takes Musical Approach to Reach New Applicants

January 20, 2010

by Agnes Jasinski

Yale  University is playing on the popularity of the tween classic "High School Musical" with a new spot from its admissions - a peppy, somewhat cheesy music video that offers would-be applicants the answer to "That's Why I Chose Yale."

The video, which clocks in at around 15 minutes, starts off safe, with an admissions official discussing what makes Yale stand out above the rest as potential students and their parents look on. That same admissions official, while thinking of an answer to a prospective student's question with a wry smile, breaks out into song. What follows is campy, but it does make the Ivy League institution seem a little less stuffy. There's choreographed dancing in addition to the singing, along with a cameo from NBC news anchor Brian Williams, whose daughter attends Yale. The administrators love it, saying that an effort by students (only current students and alums participated in the making of the video) captures the spirit of the school better than any marketing professional could do. Many students love it, saying that the cheesiness of it makes it cool.

Not everyone has had a positive response to the video. One blogger described the video as "That's Why I Chose to Ram a Soldering Iron into My Ears" instead, calling the effort too earnest. The Yale Herald, while it admitted that the musical romp was fun to watch, especially for those currently at Yale who may recognize familiar faces, suggested the video may do little to entice new applicants not already interesting in the school.  Comments on the story about the video on the Yale Daily News range from "this is so embarrassing" to this: "Next year's class is going to be devoid of any serious academic talent. What a huge sap on our prestige."

What do you think? Are there any Yale students out there who like or dislike the video? Most would agree it's at least better than the effort from Harvard University last year, "Harvard by the Numbers." Let us know what you think, and whether these kinds of efforts hurt or help admissions.


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