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One of the new 30-second spots, "Critters," is directed by Academy Award®-nominated husband-and-wife team of Jonathan Dayton and Valerie Faris, who directed several previous spots for the campaign. In the spot, Professor Burke and America's finest agents demonstrate their road-kill expertise. Remarkably, the spot is completely live action, with a real deer, caribou, turtle, porcupine and other creatures appearing alongside the cast. "We actually had all of those animals in the room at the same time. Humor-wise, that's much more interesting than animatronics or CG," said Hamling.
O Positive Director David Shane, who already had a pair of University of Farmers credits to his name, shot "Celebration," in which Professor Burke and America's finest agents celebrate being a part of the No. 1 corporate training program in the world by dousing one another with a well-known sports drink.
RPA CD Laura Hauseman said, "We have been super fortunate to work with talented directors as we moved from phase one, focusing on expertise, and moving to phase two, where expert advice is emphasized. Based on the campaign's great success so far, we're looking forward to continuing with the University of Farmers concept."