"Research showed us that the old campaign, `Get Over It', which was built around dispelling myths about Otago, was no longer relevant," University of Otago marketing and communications director Virginia Nicholls said.
"Otago attracts about 75% of its first-year students from outside of Dunedin, which means the advertising campaign is a key communication for us."
The new campaign, "Your Place in the World", had a broader appeal than the previous campaign, she said.
"It's about personal growth, audacity, spirit and experience.
"Otago is a safe environment where people can grow and find 'their place in the world'."
The song for the advertisements was performed by professional musician Scott Mason, and the advertisements featured 200 extras.
Two of the four main characters were not from the university, she said.
It was produced by an Auckland-based company, and the university would not disclose the budget for the campaign.
The advertisements were shot over three days last month and locations included Knox College, the Quad and the Central Library.
The campaign was launched on July 20 on TV3 and C4 and will screen again on television after the Olympics.
The campaign features three advertisements, 45 seconds, 60 seconds and 90 seconds, and will feature on television, in cinemas and on the web.
In addition to the television coverage, advertisements will also feature in bus shelters and on buses in selected parts of the country.
Sample lyrics from "Your Place in the World":
"Where I come from, I know my home by heart
But there's a house of belonging
Where you can make your mark
Start the story of your life
Turn your face to the wind
Catch a new train of thought
Hold your breath and dive in
It's all and everything."