Making a song and dance about student recruitment

With a huge hike in tuition fees looming, UK universities will be thinking hard about how they're going to persuade students to cough up the dosh. Glossy brochures? Outreach programmes? Online tours? S-o-o-o-o noughties. Students today want something with a bit more pizazz. Something a bit more High School Musical, a bit more Hannah Montana, a lot more Glee . Who's got it spot on? Yale thinks it has. Its recruitment video That's Why I Chose Yale oozes schmaltz factor and knocks spots off Harvard's geeky offering, Harvard By the Numbers . While the eyes-and-teeth types on the Yale Daily News crosscampus blog are thrilled with the "cheesy but fun" video, others find it "cringeworthy". Ctyankee writes: "It is embarrassing. With all of Yale's strengths and offerings - and hopes of becoming a stronger international presence – this is the best they can do? Disheartening." And the Ivy League blog Ivygate headlines it's review That's Why I Chose to Ram A Soldering Iron Into My Ears : "Oh. my. god. Yale has released a new admissions video and it is bananas! Rotting, blighted bananas made of earnest on-key singing and poop." Could it catch on in the UK, though? Or should our universities be thinking less Glee, more Skins , when it comes to communicating with their potential customers?