Titled “To My Great Granddaughter,” this University of Phoenix TV spot tells a relatable tale of a woman who immigrates to the United States, overcomes obstacles and earns an MBA, opening the door for future generations to succeed. Directed by Peter Thwaites via The Corner Shop for agency 180LA, the :60 advances the campaign mantra that “A Degree Doesn’t Just Change You.”

“University of Phoenix came to us with a true insight of not just having a purpose to graduate students, but to graduate families across the board,” said Eduardo Marques, executive creative director at 180LA. “That quickly resonated with us, brought back real memories and paved the way for this campaign. It was collaborative in a profound way, which is why we think it works. It’s generational.”

A motivational part of the campaign also includes true-to-life alumni stories that reflect the broader program which launch later in the month. 

Credits

Client University of Phoenix Agency 180LA William Gelner, chief creative officer; Eduardo Marques, Rafael Rizuto, executive creative directors; Wilson Mateos, creative director; Josh Hacohen, sr. copywriter; Karine Grigorian, sr. art director; Natasha Wellesley, head of integrated production; Dominique Anzano, sr. producer; Kaleen Ogden, strategy director. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, head of production; Jay Shapiro, producer. Editorial Exile Conor O’Neill, editor; Rex Lowry, assistant editor; Michael Miller, sr. producer; CL Weaver, exec producer; Jennifer Locke, head of production. Telecine The Mill Adam Scott, colorist; Liza Kerlin, producer; Thatcher Peterson, exec producer. VFX/Finishing The Mill Steve Cokonis, Flame artist; Marcus Speaker, producer; Enca Kaul, exec producer. Audio Post Lime Studios Loren Silber, mixer; Susie Boyajan, exec producer. Music We Are Walker Jeremy Yang, composer; Sara Matarazzo, exec producer.

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