Perhaps what amazed the production people most during the PSA shoots was how quickly the former NCAA student-athletes finished their takes. Though few had any exposure to the film industry, not a lot of videotape ended up on the editing floor.

"The student-athletes were right on, they took the job seriously and they knew what they needed to do," said Paul Hastings from Young & Rubicam San Francisco. "In the beginning for the whole team, our eyes were wide and we knew had a lot to do in a short period of time. When it was over, we were all amazed how smoothly it went."

The former student-athletes themselves weren't surprised. After all, student-athletes have proven to be quick studies before.

"When you're in an NCAA program, you have a limited time window in which to learn your event and to excel. We all had some success in athletics and have demonstrated that we're readily able to pick up things and adapt to situations," said Josh Black, the shot putter from Rensselaer.

Melody Lomboy, who performed as the swimmer in the PSAs, said her experiences as an NCAA student-athlete had direct applications to other facets of her life. Already familiar with time-management demands, she met her husband-to-be while at UC Irvine and wanted to graduate with his class, which meant she needed to complete her degree in three years.

"I was taking 20 to 24 units per quarter as well as swimming and weight training and all that, so I really had to learn to juggle everything," she said. "Being an athlete and balancing other pursuits matures you."

As it turned out, Lomboy did complete her degree in three years, but her fourth year of athletics eligibility enabled her to add a major -- art history -- to her sociology curriculum. Lomboy's swimming ironically introduced her to acting as well. A per-chance meeting with some of the folks in the former TV series "Baywatch" led Lomboy to some stunt roles in the water.

Perhaps the most important role swimming has played in Lomboy's life, however, is as a healing diversion to her early health troubles. After being diagnosed with leukemia at age 6, Lomboy's focus on swimming increased. "Everything revolved around swimming instead of revolving around having cancer," she said. "When I was in the water, I wasn't sick."

The leukemia is still in remission, but Lomboy's enthusiasm for the pool isn't. That's why her particular PSA was so enjoyable for her to do.

"It was theatrical and athletic, which are the things that I love the most," she said.

Like Lomboy, Black said the time-management skills learned in college pay off afterward.

"I was in a pretty rigorous academic undergraduate program (chemical engineering) and I didn't have a lot of extra time," he said. "I had to focus my time and talents and make the best of what limited resources I had," he said.

"I didn't go to school to be an athlete, I went to school to be a scholar. The athletics portion gave me balance that I needed to be able to get through the rigorous academic program."

Black's outlook is precisely what the PSAs try to promote. He said though it's difficult to change people's perception if they've bought into the negative stereotype of big-time student-athletes, the TV commercials at least provide an alternative perspective that allows people to make a decision on their own.

"I had the same approach to academics as I did athletics," Black said of how his NCAA days have affected his life. "I had a chance and I was going to make the best of it. I was willing to sacrifice and focus and not be distracted. I try to be a champion in everything I do. Not to toot my own horn, but the ad felt like a perfect fit and it was a pleasure to be involved in."

The NCAA already is working on another series of ads for next year. Though the spots likely will retain the black-and-white, split-screen approach, the NCAA is looking for the future ads to have some "independence" from their predecessors while retaining the consistency that is so important to communicating the NCAA brand.

"As time goes by, the pool of spots will increase and the message will broaden," said JoJo Rinebold, NCAA director of broadcasting and media integration. "This year there were only three, but next year there will be more, so people won't get tired of a specific ad. That way the message will live longer.

"The bottom line is to be consistent and stay the course. Educating the public about the NCAA mission is not an issue that will be accomplished overnight. It wasn't created overnight and it won't be solved overnight. But being consistent and showcasing the positives of the student-athlete story will get us there."

-- Gary T. Brown