AdvertiserUniversity of Phoenix
SectorGovernment / Non-profit
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.