“University of Phoenix students overcome obstacles because they believe education has a profound ripple effect,” says Joan Blackwood, chief marketing officer at University of Phoenix. “Their struggle and their sacrifice—all so that those around them can live better lives—is both beautiful and inspirational.” To capture this sentiment in a TV commercial for University of Phoenix, ad agency 180LA told the tale of a woman who immigrates to the United States in “To My Great Granddaughter.” Despite all the obstacles, she goes on to earn an MBA, opening the door for not only her, but also her future generations. “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,” says 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.”
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