DMU's daring new advert hits TV screens

De Montfort University Leicester (DMU)’s exciting new TV advert launched today, featuring students at its heart and a ‘daring’ new theme.

The concept of the advert is ‘Dare to Do’ and the stories in the advert are inspired by real examples of daring behaviour from DMU students.

Seven individual stories are followed in the advert. DMU students star in scenarios that have pushed them out of their comfort zones.

History graduate Tom Kimsey appears in the campaign. He said: “I think it’s important to have students in the advert because that best represents the university and it shows what being at DMU is all about.”

The advert focuses on the way that DMU encourages students to push boundaries and challenge convention.

Professor Dominic Shellard, Vice-Chancellor of DMU, said: “I am delighted that students are at the heart of our new advert and that it reflects DMU as a truly global university committed to enhancing our students’ experience.

“The advert showcases what makes the DMU experience so distinctive – our commitment to achievement, international study opportunities through #DMUglobal, employability and much more. It is an exciting time to be at DMU and our new advert conveys that in a memorable and unmistakable way.”

The concept for the advert was created by DMU in partnership with marketing agency Cubo, and acclaimed director Max Fisher worked to bring the ‘Dare to Do’ concept to life.


Max has been recognised for his work on adverts for Nike and the Royal Navy and he worked with DMU to include students in the concept.

Max said: “This has been a really exciting advert to work on, I’ve never worked on something for a university before.

“The first time I came here, I just thought it was a fantastic place, and it looked like a really interesting campus. I wish that I had been able to go to a university like this!”


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How acclaimed director brought the DMU story to life

Alana O’Sullivan and Jonathan Sant both work at Cubo and helped to conceive the initial idea for the advert with DMU.

Alana said: “Originally when we were coming up with the concept we began with the idea that nobody ever changed the world by sitting comfortably.

“If you want to do something amazing, whether it’s something small or something big, you have to exit your comfort zone a little bit, and when you do you reap the rewards.”



The advert launched on the DMU website and social media channels at midday and will be shown on TV channels from today.

It will also debut in cinemas today and will continue to appear on national TV and cinema screens across the country.

The television advert is a 30-second version and the 60-second version is available to view on the DMU website and on YouTube.

Print, online and radio advertisements are also being launched as part of the new campaign.

Posted on: Monday 05 September 2016

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