University of Phoenix ad remakes 'Wizard of Oz' scarecrow song

180LA portrays students that have "More than brains"

The first work for the University of Phoenix out of 180LA paints a powerful picture of its graduates by reworking the Scarecrow's lyrics from "The Wizard of Oz": "If I only had a brain." In the commercial, the song celebrates the strength and tenacity of the university's students and their brains. "So my kids don’t have to forage, got two jobs to pay a mortgage, and I’ve also got a brain," sings the female voiceover, as the visuals show people working hard at their jobs, raising their children, and studying during their breaks. Among the students pictured are a nurse, a waitress, an executive, a farmer, and a veteran who "took two bullets in the chest," has three kids and never rests. While some may think a resume is enough, the ad stresses, a Phoenix graduate will  "step up when things get tough." The ad ends with the message, "We Rise." In addition to the commercial, the campaign includes a video series, "Alumni United," that features graduates dispelling criticism against the online school. 

Credits

Agency
Chairman
Global Chief Strategy Officer
Chief Creative Officer
Executive Creative Director
Creative Director
Copywriter
Art Director
Head of Integrated Production
Executive Producer
Senior Producer
Group Brand Director
Brand Director
Brand Manager
Director of Business Affairs
Business Affairs Manager
Planning Director
Production
Managing Partner /Executive Producer
Line Producer
Casting Company
Editorial
Executive Producer
Producer
Assistant Editor
Completion/Special Effects
Colorist
Online/VFX
Henry/Flame Artist
Executive Producer
Recording Studio
Sound Mixer
Asst. Mixer
Executive Producer
Music Company/Sound Design
Vocals and Composer
Song Title