After a near 70-year absence, Mercer has carried itself like a big-time program from the very moment football returned to campus. That includes selling itself like a first-class destination for college football. Actually, scratch that. It begins with selling itself like a first-class football destination.
Mercer's "Building Tradition" does an excellent job of capturing the video's stated goal - that is, erecting a sense of tradition around an upstart program - while also accomplishing an essential goal for every program, especially at the non-FBS level: creating a sense of urgency around the program. The Bears' video gives the viewer - a recruit, a parent, a prospective student - to see what's happening at Mercer University.
Congratulations to Mercer and all of our finalists - Elon, Linfield College, and Northwest Missouri State - for submitting excellent work done in the video industry in 2015.