Sometimes dealing with criticism head-on is the best approach. The saying goes: “If you can walk and talk, you can go to Brock.”

Karine Joly covered this video when it published in February 2011. Read her Q&A with Kevin Grout, Marketing and Communications Manager, for a background on why and how the video was produced.

Perceived Goals

  • Address the misperception that Brock University accepts anyone who applies.
  • Highlight the intelligent and engaged community at Brock.
  • Positively enhance the University’s reputation.
  • Incorporate into undergraduate recruitment initiatives.


  • Someone very smart chose to begin and end the video with one woman stating, “You know how the saying goes.” (Was that you, Kevin?) This is effective at the beginning because once viewers recall the full taunt, they are bombarded with Brock students and faculty sharing their academic accomplishments. Unless you’ve brushed up on your SAT-vocab recently, a first-time viewer might become overwhelmed with the academic opportunities and might not understand everything being presented. The quick pace of the video contributes to that feeling. By the end of the video, when one can’t help but think, “Wow, there is a lot going on there…” the first woman reappears. This time when she says, “You know how the saying goes,” the viewer realizes the full absurdity of the taunt.
  • One criticism. I wish they’d highlighted a physically disabled student who is succeeding academically… even though they can’t “walk.”
  • My favorite clip: I loved how Brock got the point across that they attract leaders and people who think for themselves. It was powerful to say “If you aren’t one of these…” followed by an image of a sheep. The message was clear and clever.
  • I think it’s interesting that Brock chose to use an image of a closing door to accompany the latter half of the statement, “Fall in love or lust.” But hey, it’s college.
  • Warning, this is really picky. The timing of “supportive” around 1:06 and the person’s hand touching his friend’s shoulder was perfect. Combining sensory cues has a huge effect for the viewer, whether they realize it or not.
  • I like the text they selected for the video description. It strikes a balance between being friendly and inspiring.
  • This video was very well produced. Audio, visuals, length, pace… it’s all works together seamlessly. Kevin shared with Karine that a professional crew shot the video, but the concept and script were developed internally.


  • Nearly 30,000 views is nothing to sneeze at.
  • Unlike many higher ed videos I’ve seen, this one actually received comments. It is great to see that Brock took the time to respond to some comments from the institution’s account and individuals associated with the project left their responses too. (And for what it is worth, I think it was a smart decision to avoid some of the more ridiculous conversations.)
  • I’d be curious to hear more from Kevin on whether or not they feel the video helped counter misperceptions.


It isn’t easy to tackle tough subjects head on and I commend Brock for having the guts to produce this video. This video receives a 9.5 rating because it was edgy, smart, and well-produced.

What rating would you give this video and why? Leave a comment below.

Don’t forget to submit a video from your institution.

Mallory Wood

AUTHOR - Mallory Wood

I ride the line between ESTJ and ISTJ. What does that mean for mStoner, besides entertaining colleagues with my wit and charm? I'm a problem-solver and enjoy working through our potential client's challenges to identify solutions and how a partnership with mStoner will bring value. Find me on


  • Kevin Grout

    Thanks for the great review 🙂

    We had an incredible team help pull this off. The initial idea to tackle the saying came up a few years ago by one of my coworkers – but there was always an underlying fear about taking such a risky path, and the project never took off.

    Last year, Randy Diplock (a very talented writer/director who has worked with us considerably) drafted this iteration of the concept. Through internal refinement (with several units, including our recruitment team), we were able to hit on the essential points and thoughts that hit home on our goals.

    I served as the producer of the video, which included providing guidance on the script and compiling the talent from across the school. I also make a very short cameo appearance – holding the megaphone (and supplying the line) at the mid-point.

    It should be noted that we also gave serious consideration to including a student who uses a wheelchair in the video, and had an alternative ending ready to go. However, after consulting with our accessibility office, we decided to take things a different path, and are thrilled with the outcome and the response.

    The video has certainly helped counter misperceptions. The video, in conjunction with our rebranding efforts, have allowed us to see tangible changes in perception of Brock (via the research that has been conducted). Additionally, our recruitment team is using the video consistently (and finding it resonates both with those familiar with the saying, and also those who are not).

    Credit must also be given to our social media team for engaging in discussion around the video. We knew it would stir up some comments and reaction, and we wanted to allow that discussion to happen. Our best approach was to facilitate the comments, engage with our audience, and see where things went.

    All in all, the video is a great reflection of what Brock is – unpretentious, willing to take a risk, and academically inspiring. I was proud to be a part of the video.

  • Mallory Wood

    Kevin, thank you so much for taking the time to respond. It sounds like this was a successful project and it is great to hear that you’ve measured the changes in perception.

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