Excelsior College is a non-profit institution that serves post traditional students in their pursuit of earning or completing their degree. One of the foundational services at College is the Center for Educational Measurement, which offers students test options through the UExcel program. In addition to the student direct products and services, they provide professional consulting and custom assessment development for corporate, professional organizations and Universities. The ad series was created to communicate this consulting service directly to college and university administrators at the executive level. The approach was a humorous series that playfully defines the key elements of the services and the importance of measurement in education and professional development.