When Canada's University of Moncton released its promotional video ad at the end of last year, showing two students in a brief, raunchy clinch in the library, academics and students alike were suspicious.

According to Canadian online media site The Daily Dot, Marie-Noëlle Ryan, president of Moncton's professors' and librarians' association, labelled the video (see below) “pathetic” and questioned the ethics of recruiting “serious students and people who really want to learn”.

However, following the campaign, the university apparently received a 22% increase in applicants and received strong media coverage.

In addition, the ad also caught the attention of video admissions platform Kira Academic, which awarded Moncton with its first annual ‘Kira Award for best higher ed recruitment video’. Kira also recognised the video’s short length played a part in attracting interested candidates.

So although snogging in the library might not be the main message universities should be promoting to prospective candidates, being original and knowing how to attract your target audience is a lesson for all recruiters out there.

• Want do you think of the video – to racy to recruit or a smart move? The Comment box is at the bottom of the page. Sorry for the glitch but just scroll right down and share your opinions!