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.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
