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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
