New AAMU Ad Campaign Blends Comedy, Education, Emotion
Alabama A&M’s Third Original Series Continues Unconventional Approach to Advertising
Alabama A&M University has released a new chapter of original storytelling this week with the premiere of its third branded video series, continuing an innovative marketing approach designed to expand visibility, strengthen institutional affinity and introduce new audiences to Alabama's largest Historically Black College and University (HBCU).
This year’s series introduces audiences to Will, a high school senior navigating the pressure of choosing a college. Set entirely within the familiar environment of a neighborhood barbershop, the story unfolds through three distinct creative tones: comedy, education and emotion.
The premiere arrives as Alabama A&M celebrates another historic milestone. On Wednesday, the University announced its fourth consecutive year of record enrollment, welcoming 8,256 students for Fall 2026 and surpassing 8,000 students for the first time in its history. Together, the milestones reflect a broader institutional strategy connecting increased brand awareness with recruitment, student engagement and long-term enrollment growth.
The 2026 series takes on the questions, misconceptions and personal influences that shape a student's college decision.
Alabama A&M’s “Normal Cuts” series brings HBCU culture and storytelling to life.
The opening episode introduces a lively barbershop where competing personalities and unexpected sales pitches create a chaotic atmosphere. Amid the commotion, Will finds himself drawn to an Alabama A&M jersey hanging among the merchandise of Jersey Mike – an enterprising salesman offering just about everything imaginable, except a discount.
“We approach every advertising initiative with a commitment to authenticity," said Media Relations and Marketing Coordinator Collin Malone. "That means ensuring that our creative reflects the distinct voice, values and identity of Alabama A&M University while connecting with audiences in culturally relevant ways.”
The “Normal Cuts” series explores the value of an HBCU education.
That approach complements the University's expanding digital presence, including a nearly 400% increase in its social media audience since 2022.
The second episode shifts from comedy to education as barbershop patrons engage in a spirited debate over the relevance of HBCUs in today's higher education landscape. When familiar stereotypes begin dominating the conversation, one customer challenges the assumptions with a compelling argument for the academic rigor, innovation and opportunities that define institutions like Alabama A&M.
Alabama A&M’s award-winning branding campaign connects culture, education and creativity.
In the final episode, set to release Friday, Will begins to understand that the legacy, community and sense of belonging he has been searching for have been present all along. That revelation brings his college decision into focus.
“Our original content is laying the groundwork for even bigger things ahead for the Alabama A&M brand," said Assistant Vice President Aaron Thompson. "We expect this creative approach to continue expanding our reach, strengthening our visibility and supporting the University’s growth.”
Alabama A&M’s original storytelling reflects a deliberate strategy to reach new audiences, challenge conventional approaches to higher education marketing and build lasting connections with new and existing audiences. With record enrollment and a growing national visibility, the University is demonstrating how creative, culturally relevant campaigns can support long-term institutional growth.